Formerly the Center for Marine Conservation
A new name, tagline, and graphic identity signal a sea change for the oldest national organization dedicated solely to protecting oceans. Metaphor worked to define the organization's new positioning and successfully articulate a new brand promise. The Ocean Conservancy name is consistent with long-standing core brand attributes, yet reflects a new emphasis on conserving and protecting significant parts of the world's oceans. The tagline speaks directly to the target audience of what the organization does, and affirms The Ocean Conservancy's global purpose: to be effective Advocates for Wild, Healthy Oceans.
(Creative partner and graphic identity: MetaDesign, San Francisco)