Overview

10% for the ocean is a global initiative dedicated to safeguarding our planet’s most vital resource: the ocean. Its mission is to create a unified approach to ocean conservation, pooling global charitable contributions in a central fund and delivering unrestricted grants to a selected group of the world's most impactful ocean organisations.

Ask

I was tasked with redesigning the visual identity so that it stood out from other ocean charities by avoiding the use of clichéd forms, colours and imagery.

Solution

A mark was created by intersecting a lock up with a shoreline to emphasise the ‘10%’. The colour palette and image library were both based on the ocean’s unexpected hues, textures and intricacies.

What I did

Brand Workshop, Visual Research, Logo, Typography, Colour Palette, Image Library, Brand Guidelines, Social Media Graphics, Website and Iconography.