WSL We Are One Ocean | Visual Identity Refresh (Phase 2)
Client: World Surf League
Creative Director: Jason Penning
Scope: Identity Design, Visual Design, Illustration
We Are One Ocean is an initiative of the World Surf League (WSL) that aims to inspire, educate, and encourage ocean conservation, starting with the global surf community.
WSL approached me to create a visual identity for We Are One Ocean that would:
Feel approachable, inclusive and community-oriented
Reflect the program's main objectives of coastal conservation & restoration, reducing plastic waste, and offsetting carbon emissions
Utilize the League’s evolved branding and color palette, and adapt to a range of applications
I created a circular, hand-crafted logo to communicate the global and inclusive nature of the initiative, while raw shapes, hand-painted ocean plants, and textured waves help evoke an organic feel as well as a sense of movement. Individual and overlapping elements offer flexibility for various layouts across channels.
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30x30 We Are One Ocean Campaign | Visual Identity & Website (Phase 1)
Client: World Surf League
Creative Director: Jason Penning
Scope: Identity Design, Website
We Are One Ocean began as a campaign from World Surf League’s philanthropic arm, WSL Pure. The objective of the campaign was to gather +1 million signatures on a petition to protect 30% of the world’s oceans by 2030 (30x30).*
WSL approached me to create branding and visuals for the campaign, as well as a website that offered more information about the petition and a place for supporters to sign.
*According to scientists, the 30% by 2030 target is crucial in safeguarding wildlife and mitigating the impacts of climate change, and the petition called on world leaders to adopt this target at the United Nations’ Biodiversity Conference. More than 190 countries adopted it in 2022.
Using texture to keep an organic and human feel for the campaign logo helped balance gravity and approachability.
