WILD COAST SUSSEX
A new brand identity for Wild Coast Sussex, part of the Sussex Wildlife Trust ↗. An innovative project to ensure the beauty and importance of the Sussex coastal ecosystem is recognised, inspiring local communities to address the issues of plastic waste and coastal health through a wide range of activities.
The audience is quite broad and whilst it is important that the wider public is engaged, target audiences consist of 16-25 year olds (the key focus), primary schools, commercial fisherman, existing and new volunteers.
What’s amazing about the Sussex coastline is how surprising and diverse the variety of marine life really is. From seaweeds to seahorses, sharks to rays, cuttlefish to jellyfish and a whole sky of birds. There’s so much to explore and find if you slow down and take a closer look, which is exactly what inspired the idea of ‘discovery’ for the new brand.
The brand was designed to be unapologetically bold and eye-catching, something the 16-25s can feel a part of and be distinct and stand-out in the sector.
The identity features graphic marine creatures from land, sea and air to generate intrigue about the broad diversity of life. Combining those critters with clear and impactful typography, we created a habitat of sorts by customising the negative space of the typeface to ensure all communications would not only be engaging, but the curiosity of the brand idea would run through everything. The result is simple to apply, easy to read from a distance and bold so it can work over imagery and other backgrounds.
The bright turquoise reflects the ocean and sky in a contemporary way. The black adds a strong contrast and means the colours can work equally well when reversed, creating a bold identity. We wanted the colours to stand out, grab attention from afar and be remembered. The brand can be applied quite low-fi, such as simply printing black on to bright turquoise paper for things like posters and flyers.
The brand flexes for families and children in the ‘Go Explore’ guide ↗. Printed sustainably, it showcases the curious elements of the brand, integrated with the charity’s photography. The focus is to engage and educate the younger audience, inspiring a new generation of champions to ensure the beauty and importance of the Sussex coastal ecosystem is recognised. Designed to be distinct and stand out, the guide brings to life all the exciting ways to discover the local coast and how to get involved, with activities and walking trails that can be scanned by smart phone for a map of the route.
A memorable looping logo animation features the critters popping in and out of their hiding places, creating a sense of spotting something new each time, reflecting the experience of discovery along the coastline.
Wild Coast Sussex is encouraging communities to make positive lifestyle choices and to change their behaviours, driving real change for both coastal health and community wellbeing. The bold brand creates intrigue and supports Wild Coast Sussex in connecting people with nature, for better mental health and a sustainable future.
Awards
The Shark Awards – International Design
Brand Identity – Bronze
Logotypes & Marques – Bronze
In the press
Design Week ↗
Partners
Marine Conservation Society (MCS) ↗
Sussex Inshore Fisheries and Conservation Authority (IFCA) ↗
SEA LIFE Brighton ↗