World Resources Institute (WRI) is a global nonprofit organization. It works towards optimizing resources to help people lead fuller lives. WRI impacts lives of people in 50+ nations around the world.
Through its EMBARQ project, WRI focusses to make transport more sustainable. EMBARQ is always looking out for ways in which the urban city transportation can be optimized to improve the overall lives of the citizens.

FedEx needs little introduction it’s a trendsetting global courier service that has served millions of people across the globe. They are the experts and have an impeccable hold over concepts like vehicle patterns, transport technology and driver safety.

EMBARQ and FedEx came together to power EMBARQ’s mission with FedEx’s expertise. This mega tieup, FedExEMBARQ Mobility Accessibility Program , intended to accelerate EMBARQ’s efforts with FedEx’s proven skills and make sustainable urban transportation a reality.

For this tieup, they were looking for a way to engage FedEx employees and management about the compelling work and the real ontheground impact that this collaboration was making possible.


At the face value, the project was expected to share the mission’s success stories with the FedEx employees. And this knowledgesharing had to translate into getting more FedEx employees inspired to contribute towards the collaboration.

Since the mission spanned across several countries, the project had to be multilingual. It was also expected to be comfortably accessible from all tablet and mobile devices. Since both the brands were equally unique and notable, carrying the spirit of them equally and in a way that they complimented each other also sounded challenging.


Since the project basically revolved around contentsharing, we began by creating a content map. This was followed by a design that made sharing content, signing up as volunteers and spreading the word handy for all the site visitors. We thought of maximizing the fold area to accommodate elements that helped in doing these.

At the same time, we drummed up the underlying content storage and navigation system as they were critical to the success of the project.


Setting up a Robust Framework: the Content Map
Developing the content map took the center stage in the development phase. After a couple of iterations, we had the content delivery framework set.

All the important functions were deliberately kept just a click away. People could access more information, browse through volunteer opportunities, read more about the ongoing campaigns and success stories with just one click. We didn’t want to introduce unnecessary steps in these basic activities.

Appealing to the Mobile and Tablet Traffic
We made sure that the design adjusted beautifully across devices of all resolutions. The website can be browsed seamlessly from any device.

Fetching Images Dynamically From Flickr
We developed a way in which we could pull images from Flickr and showcase them on the blog. This was critical as images play a big role in any campaign’s success. This was also expected to have a direct impact on the volunteer sigups.

Adding Advanced Search Features
Since this website was to be the linchpin of all the activities and campaigns that were part of the collaboration, we decided to provide a thorough search functionality. Search using tags is also possible

Offering Downloadable Resources
MAP releases resources like annual reports. The website makes it possible to offer these resources for downloading.

Making Volunteer Signups and Email Subscriptions Handy
We added very handy options for subscribing to email newsletters and enrolling as volunteers.

Balancing Both the Brands Beautifully
The website design and structure balances both the signature partners and still manages to keep the spotlight on the collaboration.


As a result of this website, the FedExEMBARQ Mobile Accessibility Program can now share success stories,add volunteers and grow their follower base.