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. I was excited when WSL PURE reached out to me to develop the visual identity and website for their We Are One Ocean campaign, the objective of which is to gather +1 million signatures on a petition to protect 30% of the world’s oceans by 2030 (30x30). According to scientists, the 30% by 2030 target is crucial in safeguarding wildlife and mitigating the impacts of climate change, and the petition calls on world leaders to adopt this target at the 2021 UN Convention on Biological Diversity in Kunming, China.
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.
The team at WSL PURE has continued to evolve the campaign and created a series of incredible short films featuring athletes, scientists and other stakeholders. Check out the campaign here and sign the petition!
FINAL LOGO, HORIZONTAL