Professor: Stephen Zhang
The International Elephant Foundation (IEF) is a non-profit organization dedicated to the conservation of African and Asian elephants worldwide. In 1999, Executive Director of the Fort Worth Zoo Michael Fouraker created the IEF due to his frustration over the lack of effort to conserve these beautiful creatures. Ever since, the IEF has helped thousands of elephants worldwide, and has established numerous conservations. Unfortunately, the IEF brand is almost non-existant other than its logo. Most of their donations come through their website, yet the website only has a handful of facts and lacks a storytelling element that might help visitors form a personal link with the organization. This is crucial for any brand, but is especially vital for this foundation in order to create meaningful connections and inspire donations for the IEF to continue to save elephants.