Our brand design for Ocean Generation leads with positivity as a brand capable of emotional engagement, inspiration and change. Many organizations in ocean conversation are using similar approaches – from scare tactics to encouraging action by way of guilt – but is that the true measure of effectiveness? Reinventing this brand required us to cut through the clutter of the category and create a tide of change by reaching audiences on a more human level.
The identity we created for Ocean Generation uses bold, experiential design to showcase what we’re set to lose, and ultimately, to change our behavior. The logo sets the brand’s flexibility into motion. Bold and impactful; constant and playful, the abbreviation of the brand name forms a sunrise symbolizing new beginnings. The monogram of the ‘O’ and ‘G’ join in the horizon, visually linking the land and the sea. This split in the core brand mark lends itself to photography, helping to showcase how multi-dimensional the ocean is, using the identity as a window to simultaneously showcase the beauty and the issue.
Not by accident, the sun-bleached color palette is less expected of a brand belonging to the ocean. This is to underscore the depth and opportunity for exploration when it comes to the ocean. Beyond the obvious, the pink corals, the turquoise fish, the yellow sands are also integral parts of the ocean.