Local Ocean Conservation Branding
Local Ocean Conservation are a marine conservancy in Watamu, on the coast of Kenya.
A small NGO, but a successful one, they are a small team of passionate people who all have to wear many hats.
They originally came to me to help get the copy right on a crowdfunding page, and I realised that by building the right brand and simple guidelines as a foundation, they’d be able to keep things going for themselves.
Working with a small freelance design team, I worked the strategy and brand foundations,
conceptualised and creative directed the look and feel, and put together the final brand playbook.
The overarching messaging concept of “NOW YOU SEA” was a bit of a fun play on words. But it was developed with a specific communication objective in mind.
First, it had to be simple to understand and easy to use, so the team at LOC could use it themselves without needing to use precious finances on copywriters when it should be going to turtles.
Second, it had to be able to speak about a vast multitude of different things without feeling like a segmented brand. LOC work with community, provide eco-accommodation, turtle rehabilitation, policy change, mangrove restoration, education, adoption, fundraising, news, data science, and more. So the messaging concept had to be modular.
An emotive campaign video.
Along with the NOW YOU SEA messaging concept, the client needed a script for a video to embody the brand and what they do and why they do it as part of the crowdfunding campaign.
This of course, is but a snippet of the larger brand playbook and added value that was provided to the client.