Challenge
We The Reef faced the challenge of addressing the critical state of coral reefs worldwide, with 50% already lost due to human activities. We The Reef is a cohesive business program that fuels Coral Gardeners to restore coral reefs around the world by getting local business’s to pledge a percentage of there profits to help restore and grow reefs in there area. The creative brief for this project was to develop a brand for We The Reef that would maintain a strong connection to Coral Gardeners while also establishing its own unique identity. Doing this whilst also creating a comprehensive playbook, providing businesses that joined We The Reef with the necessary tools and knowledge to actively participate in the program and effectively communicate their commitment to the world.
Process
Through extensive meetings and discussions with the We The Reef team, we made it a priority to gain a deep understanding of their organization and the needs of their customers. This involved thorough market research and analysis to identify the most impactful solutions for the businesses that would join the program. As we delved into the creative process, we were captivated by the breathtaking imagery provided by the client. The images truly transported us underwater, evoking a sense of wonder and awe. Drawing inspiration from these visuals, we embraced the concept of immersing ourselves in the underwater world as the foundation of our creative direction.
Solution
Our solution revolved around a creative idea that centered on the concept of connecting businesses to the underwater world. We understood that immersing oneself in the beauty and wonder of coral reefs was key to fostering a deep connection. Drawing inspiration from the intricate designs of coral, we seamlessly incorporated them into our branding, infusing the essence of the ocean's ecosystem. By skillfully masking out reefs in the foreground, we brought the ocean to life and created a sense of depth in our design. This integration effectively bridged the gap between the underwater world and the business world, encouraging businesses to embrace the mission of protecting and restoring coral reefs. Join us in this transformative journey and become a catalyst for change, making a tangible difference for our planet and the health of our oceans.
