client | poster design
brand guideline development
When Ocean Conservancy came to me about designing a printed booklet, I couldn’t have been more excited. For one thing, I love designing books—the stock choices, the size, shape, type, and color flexibility, breaking out my Pantone books, the awesome smell of a freshly-printed piece. Ahhhhh.
What? You don’t smell your projects? You’re missing out.
As an advocate for the health of our oceans and the animals living within them, Ocean Conservancy is also the type of organization that aligns with another passion of mine—ocean and wildlife conservation. This booklet was aimed at making a bold statement, and a lasting impression on potential partners who could help make even greater strides in protecting our oceans. A key theme to the book was the ocean’s movement, which we subtely conveyed through a mix of graphic and photographic elements. As Ocean Conservancy is a non-profit organization, there wasn’t a big budget for photography, so all assets were either Creative Commons or client-owned resources.
For more information on Ocean Conservancy, visit their website
During an internal exercise to reestablish and raise the internal perception of the company’s identity, client’s design leadership decided to surprise fellow employees by having a series of posters created and installed while they were off for the holidays. I worked with the creative director to design two interpretations of an outdoor adventure–themed concept, representing the six fundamental attributes the company had recently established.
The concept was derived from one of the company’s brand assets, the hexagon. Used in tandom with an intriguing mash-up of industrial and natural fiber elements in their physical office space, the hexagon reminded me of camping and outdoor activity symbols, and the patches boyscouts receive when they learn a new skill.
To add life and sophistication to the design I integrated a weathered but vibrant color scheme that complemented outdoor photography relevant to the attributes.
The first concept was a wide 48” by 13” poster incorporating all six attributes. The second was a set of six 16” x 20” posters to be hung in succession.