Ocean Conservancy Rebrand

Ocean Conservancy: REBRAND

Jake Norris, Visual Identity Systems, GD 356, Winter 2021, 1:30-4:45, section 501, School of Design, Graphic Design, DePaul University

Brand Positioning

Ocean Conservancy is the one of the leading nonproﬁts focused on educating the populace to create well informed scientiﬁc solutions to our environmental issues.

Users

The Primary User base of Ocean Conservancy is their donors. In 2019 roughly 62% of all their donations came from individuals. The rest comes from foundations and corporations. As a nonproﬁt that is primarily maintained by individual donations. It is imperative that Ocean Conservancy stay culturally relevant on social media platforms. To keep engagement is to keep the ﬁght for the planet's oceans alive.

Positioning

Choosing Ocean Conservancy over competitor Non proﬁts may seem Irrelevant to Individual donors because in the eyes of many, the environment is their top priority. Donors should care to choose Ocean Conservancy over other charities for the educational programs, and cleaning events created as a direct result of their contributions.

Trendier Ocean focused nonproﬁts like Ocean Cleanup catch big headlines by making grandiose statements like “largest cleanup in history”, but unlike Ocean Conservancy they lack the educational backing to most of their activities.

Value Proposition

Ocean Conservancy not only works to save the planet, but works to shape minds that go on to create better solutions to evolving environmental issues.

Brand Story

Ocean Conservancy was founded and originally created with the idea that change starts in people's minds. If we succeed in shaping minds we can change the world.

Brand Characteristics

Eco-Friendly, Educated, & Informed

The Need Fulﬁlled

Ocean Conservancy saves the environment and educates individuals to follow their example. Without education we would not know about environmental issues at all. That key aspect is crucial to all the work we do.

Mood Board

Identity

Main Identity

Main icon used primarily on print media or colorless mediums

Secondary Identity

Icons used on color surfaces and digital renderings

Color Palette

Typography Roboto Roboto Slab

Identity System

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Communications

Video

Virtual reality (VR) simulation of a reef dive. For landlocked donors to experience the ocean or individuals with health conditions that keep them from being able to dive.

Brand Experience

A playlist that allows donors to contribute without donating money. Funds are raised by the number of listens on the playlist. These calming ocean sounds can be played throughout the night to help users sleep and help the environment at the same time.