WSL PURE, the philanthropic arm of the World Surf League, has a mission to inspire, educate, and empower ocean protection, starting with the global surf community.

WSL PURE reached out to me to develop the visual identity and website for their We Are One Ocean campaign. The objective of the campaign was to gather +1 million signatures on a petition that called on world leaders to pledge to protect 30% of the world’s oceans by 2030 (30x30), a crucial target in safeguarding wildlife and mitigating the impacts of climate change.

Working within WSL PURE’s existing branding, I developed a campaign logo that balanced gravity and approachability, using texture to keep an organic and human feel. For the website I created vignettes and added pops of color and raw accents to WSL’s stunning surf & environmental photography to draw attention and flow where needed.