The Story
Project Zero is a new kind of non-profit taking on the reality that 98% of the ocean is unprotected. The goal? Accelerate going from 98% to 0%, not by starting new projects but by funding current ones, counting down to zero projects incomplete. We created a new identity, and a badge of honor for activists of all kinds to get behind, by building a percentage sign into the Z of Zero, which signals that this goal is within reach; we just need to tackle it one project at a time, 1% at a time, until we get to zero.
The Name
The client came to us with a vision to take an unconventional approach to ocean conservation and start a movement that made a difference. Our first step was to give it a name that could break through the noise in the nonprofit space and connect in a meaningful way with all our audiences: a nontraditional name for a nontraditional organization.
With the idea that the only way to make real change happen was not to add new projects but rather to bolster and complete existing ones until none of the ocean remained unprotected, our name represents a countdown, a rallying cry, and a goal.
By getting behind Project Zero, we are not just taking on this effort together, doing good work together—we are undoing the damage done together. The name not only invites people to join a movement, but became the key to the identity system overall.
With the idea that the only way to make real change happen was not to add new projects but rather to bolster and complete existing ones until none of the ocean remained unprotected, our name represents a countdown, a rallying cry, and a goal.
By getting behind Project Zero, we are not just taking on this effort together, doing good work together—we are undoing the damage done together. The name not only invites people to join a movement, but became the key to the identity system overall.
Project Zero x Artists x Designers
The brand is supported by a number of collaborations with leading artists and designers including Ronnie Wood, Tracey Emin, Vivienne Westwood, Ray Winstone, Kate Moss, Rita Ora, Cara Delevingne, Holly St Clair and others. T-shirts available at projectzeroshop.org with all profits going to the cause.
