Listen to the whales

CETI is a nonprofit organization doing something that feels almost science-fictional: using advanced machine learning and gentle, state-of-the-art robotics to listen to—and ultimately translate—the communication of sperm whales. Based in Dominica, in the Eastern Caribbean, their work sits at the intersection of science, conservation, technology, and storytelling. Their audience ranges from scientists and conservationists to educators, donors, and a global public increasingly curious about our relationship with the natural world.

Listening has always been at the core of CETI’s identity. Decades ago, the simple act of recording whale songs sparked a global movement that changed environmental policy forever. CETI carries that legacy forward, operating in a world where attention is scarce but curiosity is alive. Their challenge wasn’t just explaining complex research—it was creating a space where people could feel what it means to listen, slow down, and reconnect with another species.

In partnership with the National Geographic Society, CETI launched an ambitious new initiative: Listen to the Whales. This collaboration marked a major cultural and scientific moment, with National Geographic preparing to release a feature article that would put global eyes on CETI’s work and vision.

The timing mattered. CETI needed a dedicated digital experience—something immersive, emotional, and singularly focused—that could live alongside the NatGeo release and campaign. Not a typical nonprofit website, but a place that translated their philosophy of listening into an experience people could enter. That’s when they came to us, looking for a partner who could bring technical rigor without losing the poetry.

From the very first kickoff, we worked hand-in-hand with CETI and their design team. They were clear about what mattered most: immersion. The website needed to feel less like scrolling a page and more like descending into the ocean—where sound, movement, and pacing guide the experience. Listening wasn’t a feature; it was the point.

We built the site with that mindset from the ground up. Using Webflow as a flexible foundation, we maintained an open, collaborative communication channel throughout the project. Every interaction, animation, and transition was considered through the lens of calm, fluidity, and presence. We treated performance and smoothness as storytelling tools, ensuring that nothing distracted from the experience of being there.

The final result is a deeply immersive, high-performing website that invites users to slow down and listen. From the moment visitors arrive, they’re guided through an experience that feels fluid and intentional—supported by ambient oceanic soundscapes, subtle parallax movement, and gentle fade-ins that mirror the rhythm of the sea.

We also engineered the experience to feel seamless and polished at every moment. A custom loading sequence ensures that background video and media are fully ready before users engage, preserving the illusion of effortlessness. The result is a site that feels alive but never overwhelming—one that balances technical complexity with emotional clarity, and science with wonder.

The launch of the site coincided perfectly with the release of the National Geographic article, instantly becoming a central destination for the campaign. Traffic surged as the project was amplified across social media, including through NatGeo’s powerful channels, bringing global attention to CETI’s work in Dominica and beyond.

While formal metrics are still forthcoming, the response has been overwhelmingly positive. CETI shared enthusiastic feedback, noting how happy both their internal team and National Geographic were with the result. More importantly, the site helped frame Listen to the Whales not just as a research initiative, but as an invitation—to listen more closely, to reconnect, and to imagine a healthier relationship with the planet. For us at Fri3nds*, it was a reminder of what happens when technology, purpose, and trust come together.