ABU DHABI, 11th September, 2018 (WAM) — Emirates Wildlife Society in association with the World Wide Fund for Nature, EWS-WWF, today announced its rebrand to Emirates Nature-WWF, and its refreshed 2020 Strategy.

The organisation’s new visual identity features a distinctive thumbprint brand mark that is symbolic of the organisation’s individuality. It encapsulates the organisation’s UAE heritage and its deep connection to the nation, its people and environment – inspired by the fragile mangroves, deep wadis and undulating tides that define the contours of the UAE.

The new brand also reflects the late Sheikh Zayed bin Sultan Al Nahyan legacy, and is symbolic of the mark that we, as a society, have left on the environment, and our responsibility to ensure its protection.

This rebranding highlights the urgent need to drive collective action in the UAE to protect the country’s natural heritage. With the aim to maximise collaboration to deliver even greater impact, Emirates Nature-WWF is focusing on strengthening and developing partnerships with leadership, governmental entities, businesses, local communities and civil society, which will ultimately escalate the political, societal and cultural importance of nature whilst also delivering the science-based research, policy activities and operational plans to make environmental sustainability a reality.




For almost two decades, Emirates Nature-WWF has been a prominent and active partner in environmental conservation in the UAE, delivering science-based solutions to help combat climate change as well as safeguarding the seas, the land and their associated biodiversity by collaborating with trusted partners and stakeholders.

Emirates Nature-WWF contributed to the UAE National Climate Change Plan, which was created following the UAE’s signing of the Paris Agreement in 2016. Additionally, Emirates Nature-WWF was a key player in collaborative efforts between government, business and civil society which resulted in Wadi Wurayah being declared the first designated protected mountain area and a UNESCO Biosphere Reserve.

Commenting on the rebrand, Laila Mostafa Abdullatif, Director-General of Emirates Nature-WWF, said, “Continuing the late Sheikh Zayed’s environmental legacy has been one of our core tenets since 2001, when Emirates Nature-WWF was invited to establish a presence in the UAE to support the nation in achieving its environmental objectives, under the patronage of H.H. Sheikh Hamdan bin Zayed Al Nahyan, Ruler’s Representative in Al Dhafra Region, and the guidance of Mohammed Ahmed Al Bowardi, Chairman of the Board, and our esteemed Board.”




“This announcement marks the beginning of a new era in the life of our organisation. We recognise the urgent need to act, to innovate and to inspire long lasting and collective action – to conserve nature and reduce the threats to the environment for the benefit of the society. There has never been a more challenging or exciting time for Emirates Nature-WWF or indeed the UAE, but we are ready, and firmly believe that together with our partners we can build a sustainable home for generations to come,” added Abdullatif.

As part of the organisation’s commitment to partnerships and youth engagement, the creative rebrand was undertaken in partnership with students and faculty of New York University, NYU, in Abu Dhabi.

Fabio Piano, Provost at NYU Abu Dhabi, commented, “This project represents a remarkable opportunity for NYU Abu Dhabi students to partner with a local environmental organisation on an exciting brand transformation. It has been a privilege to share in Emirates Nature-WWF’s vision. The outcome is a testament to the NYUAD students’ creativity and dedication to the success of this first-of-its-kind partnership; we are honoured that Emirates Nature-WWF has trusted our students to be able to fulfil their challenging brief and look forward to continuing this partnership in the future.”

Emirates Nature-WWF’s refreshed strategy recognises that it is imperative to act quickly to protect the Earth and its incredible biodiversity by adopting new and innovative approaches that inspire sustained, cooperative action throughout society. Under the refreshed strategy leading up to 2020, Emirates Nature-WWF’s science-driven data and research will inform policies and plans to develop a network of both marine and land protected areas to support the nation’s sustainability goals – and key species such as turtles, sharks, caracal, bats and owls, corals and seabirds.




Emirates Nature-WWF will work hand in hand with the government, key industries and the business community to further promote the transformation to sustainable practices – including reducing single use plastics. Climate change remains a key focus; Emirates Nature-WWF will work alongside the government, businesses and the community to tackle climate change by enabling policies and through practical guidance to encourage the business community to reduce emissions.

These efforts will be complemented with the launch of a new co-created Education Programme, with Environment Agency-Abu Dhabi, with the aim to inspire and empower the youth to strive for environmental sustainability in the UAE.

Source: WAM/Rola Alghoul/Hatem Mohamed

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