SALMON ORCA PROJECT WEBSITE REDESIGN – BRINGING STORYTELLING TO CONSERVATION
The fight to protect salmon, orca, and the Snake River is more than a policy debate—it’s a story that spans generations. The Salmon Orca Project needed a website that could capture the urgency of their cause while honoring the deep, historical connection between Indigenous communities and the Pacific Northwest’s ecosystem.
The previous site lacked a cohesive narrative that could emotionally engage visitors and drive them toward meaningful action, such as contacting representatives or attending the R.U.N. (Rise Up Northwest) conference. The challenge was to create a digital experience that was not just informative but compelling enough to mobilize new supporters.
UPPER LEFT STRATEGIES APPROACH
We built the new website around the Native American story of the Coyote, using it as an allegory for the ongoing struggle to restore salmon populations, protect orcas, and remove the Snake River dams. This approach transformed the site into a storytelling-driven campaign hub that:
• Rooted the campaign in Indigenous history and traditions, reinforcing the credibility and cultural significance of the cause.
• Made the conservation movement feel personal and urgent, creating an emotional connection with visitors.
• Encouraged action, guiding supporters toward clear next steps, whether it was learning more, contacting their representatives, or attending the R.U.N. convening.
EXECUTION
Storytelling as a Persuasion Tool
The homepage now features “Restoring Balance, Protecting Life”, tying the Salmon Orca Project’s mission to the allegory of Coyote and Indigenous stewardship. Visually rich storytelling elements were integrated throughout, ensuring visitors understood the stakes beyond just policy—they saw it as a legacy worth fighting for.
Design That Reflects the Cause
We used imagery of salmon, orca, and the Snake River in natural, dynamic settings to reinforce the urgency of conservation. The site’s color palette, typography, and design choices were inspired by Indigenous art and storytelling traditions, making the experience culturally resonant and visually compelling.
Driving Engagement & Action
The “Act Now: Save Our Salmon” section presents the four key pillars of salmon restoration in a digestible, interactive format, leading visitors toward immediate action. A highly visible call-to-action encourages users to contact their representatives, attend the R.U.N. convening, or explore how they can contribute to the cause.
RESULTS
The redesigned site successfully transformed Salmon Orca Project’s digital presence into a storytelling-driven advocacy tool that resonated with Pacific Northwest residents and mobilized them to take action.
Higher Engagement: Visitors spent more time on the site, engaging deeply with content instead of just skimming policy details.
Increased Advocacy Actions: More users followed through on contacting their representatives or signing up for events like R.U.N.
Strengthened Brand Identity: The integration of Indigenous storytelling reinforced the project’s authenticity and credibility, deepening trust with supporters.
TAKEAWAYS FOR CAMPAIGNS
Upper Left Strategies’ work on the Salmon Orca Project website highlights three essential lessons:
Storytelling Converts Visitors into Advocates: Facts alone don’t drive action—narratives do. A compelling story can turn passive interest into active engagement.
Culturally Rooted Design Builds Trust: Authenticity matters. Designing with cultural significance in mind makes a campaign more powerful and relatable.
Clear Calls to Action Are Essential: If you want supporters to act, you need to make it easy, visible, and urgent.
WHY UPPER LEFT STRATEGIES?
We don’t just build websites—we create digital experiences that inspire action. For the Salmon Orca Project, that meant turning advocacy into storytelling and making conservation a movement, not just a message.
If your campaign needs a website that moves people, not just informs them, let’s talk. Upper Left Strategies is ready to turn your mission into a compelling, action-driven digital presence.