International Center for Agricultural Research in the Dry Areas
Web
Strategy
Content
Social
Design
ICARDA’s Annual Report needed to do more than publish a year in review. It had to work as a digital experience people would actually read on mobile, and as a campaign platform that staff, partners and supporters could share with confidence.
The brief combined credibility and clarity: communicate complex research outcomes in a way that was easy to explore by theme, then sustain attention beyond launch with a structured plan across organic and paid channels.
Our goal was to build a report experience that supported quick entry for busy stakeholders, deeper reading for engaged audiences, and repeatable assets ICARDA could use across its network.
We treated the Annual Report as both a digital product and a distribution campaign, designed together from the start.
Website experience
We shaped the structure and user experience for a mobile-first annual report website that makes it easy to enter via key themes, then explore deeper stories. The format was designed for scroll-led reading, strong visuals and clear navigation across sections, with analytics and shareability built in so the report could perform as a live communications asset.
Campaign strategy and rollout
To avoid a single launch spike then drop off, we developed a three-phase approach that moved from broad awareness to deeper thematic engagement, then legacy content that kept the report relevant across the reporting window. This structure also supported audience and regional targeting aligned to priority stakeholder groups.
Copywriting and creative production
We delivered the content and creative system that made the campaign executable across platforms:
- Wrote organic and paid social copy tailored for platform behaviours and stakeholder audiences
- Produced social creative assets aligned to the report look and feel, including cards, carousels and short videos
- Packaged the system into a practical toolkit and content calendar so staff and partners could amplify consistently and confidently, without reinventing assets each week
- Built a report experience that supported exploration, not just clicks
- Drove audiences into themed sections, not only the homepage
- Sustained visibility across the campaign window through phased distribution
- Equipped staff and partners with ready-to-use copy and creative assets
Interested in working together?
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