Ocean Census - Branding & Website

Ocean Census, a new global initiative set up by founding partners The Nippon Foundation & Nekton, had one clear & critical mission - to discover ocean life.

Ocean life plays a crucial role in our existence – giving us air to breathe, creating food for billions, regulating our climate & providing vital scientific advances to fight disease.

With only 10% of ocean life discovered to date, Ocean Census are undertaking a colossal mission. One that will require significant effort from a multitude of partners from within & outside of the scientific community.

To help accomplish their mission, Fable&Co. were tasked with bringing this new entity to life – creating a compelling identity & website that would effectively communicate their mission, grip a global audience & inspire action.

The Positioning

The core team at Ocean Census displayed a collective drive, focus & passion – totally committed to discovering & understanding ocean life for the betterment of future generations. But Ocean Census was not in this alone. In fact, Ocean Census, was not an individual entity. It is an open network of organisations combining philanthropy, business, government, media & civil society who have a shared purpose to discover & protect ocean life. Key in the delivery was to create a feeling of collaboration, of togetherness, & of needing to be a part of this global initiative.

The Wordmarque

The new logo was crafted to simply & boldly convey the mission of Ocean Census. The filled in ‘O’ at the start of the wordmarque abstractly represents the concept of an aperture into the enigmatic oceanic world – a world of unknown yet to be discovered. It also reflects the culmination of their intended vast network of partners & emphasises its ‘global’ initiative.

The Grid

Featured subtly throughout, the Ocean Census grid asset visually encapsulates the explorative dynamic; a nod to the longitude & latitude lines found on a map, as well as locating & identifying new underwater species.

Project Deliverables

Brand Workshop
Research & Brand Strategy
Brand Positioning
Brand Identity
Logo Design
Corporate Stationery Design
Brand Guidelines
Copy Writing
Website Design & Development
Social Media Page Design
Creative Consultancy & Project Management

The Messaging

Fable&Co. crafted a brand proposition statement that succinctly & confidently summarised their existence & purpose, along with a set of three bold statements that told the story of the Ocean Census mission.

Brand Identity

The striking depth & boldness of the new identity looks to reflect the critical nature & scale of the mission at hand. The strong dark tones capture the void in our knowledge & understanding of our oceans – capturing the “we can’t protect what we don’t know exists” sentiment. To balance this with the positivity, optimism & focus the Ocean Census alliance brings with them, confident & powerful typography is paired with pops of blue & vibrant imagery of some of our magnificent sea creatures & organisms.

The Online Experience

The website would act as a pivotal platform for Ocean Census. They required a ‘home’ that would communicate with a global audience of partners, explorers, scientists & the general public. Building a connection with these audiences would ensure the longevity & continuation of the Ocean Census mission. The website would feature bold statements, key facts & clear call to actions to encourage involvement & action.

Fable&Co. brilliantly developed the Ocean Census brand positioning, visual design, logos, website, brand guidelines and all the creative assets needed to successfully launch this global programme. They brought fresh and creative ideas, worked tirelessly and patiently against tough deadlines and have been a delight to work with every step of the way.

– Oliver Steeds OBE, Director, Ocean Census

Related Projects