Rock the Sea Turtles benefit concert starts with the mood board to capture the essences of the logo and motion graphic.  Along with some responses from a survey conducted with the target audience of scuba divers and snorkelers.

The mood board is targeting scuba divers and others who like to swim with sea turtles.  The colors chosen are similar to what would be found in the ocean with coral, plant life, and other fish swimming to give an underwater rock concert feel to the mood board.  The benefit concert is to "Keep the Sea Turtles Swimming" for others experience the joy in swimming with them.

The logo for Rock the Sea Turtles was influenced by bands such as Green Day and Red Hot Chili Peppers.  The sea turtle with the scuba mask and snorkel stem from people swimming with the sea turtles.  The star is to indicate that the sea turtle is the star of the benefit concert.  A survey was giving to further identify with the target audience of scuba divers and snorkelers.  An identifying question of out type of music do you listen to was important since the campaign is heavily influenced by rock bands.  The top 3 choices were Classic Rock, Rock, and Alternative.

The motion graphic is to get the feel of an underwater concert featuring the sea turtle as the star of the show.  The sea turtle swims in to remind the viewer to "Keep the Sea Turtles Swimming".  A survey was conducted and one of the questions was,"What is the first thing that pops into your head after watching this motion graphic?".  The responses include, "Man...I need to get my scuba gear on", "A rock concert plus Eco-consciousness; a merging of the two!", and "I want to hang out with some turtles right now".