We Are One Ocean | Identity Refresh
We Are One Ocean is an initiative of the World Surf League (WSL) and its non-profit partner, WSL PURE.
Through campaigns, grants, programming and education, We Are One Ocean aims to inspire the global surf community and preserve the future of surfing.
Having created the identity and website for the first phase of We Are One Ocean, it was exciting to have the opportunity to work on the second phase. WSL approached me to create a refreshed visual identity for the initiative that would feel aligned with the League's evolved branding and communicate its core mission.
CLIENT: World Surf League
CREATIVE DIRECTOR: Jason Penning
SCOPE: Identity Design, Design, Illustration
Objectives for the new identity:
- Feel approachable, inspiring, and community-based
- Reflect the program's main objectives of coastal conservation & restoration, reducing plastic waste, and offsetting carbon emissions
- Work seamlessly within a range of applications
To meet these objectives, 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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