Commonwealth Marine Reserves helped to conserve marine habitats and the species that live in and rely on our waters. As part of the Australian government, they were custodians of the largest network of marine protected areas in the world.
Commonwealth Marine Reserves had a diverse range of stakeholder groups, each with their own values and goals. They needed a new brand that represented everyone, but also provided a unified story to clarify their purpose.
Engagement with multiple stakeholders was key to identifying a shared vision that could be represented through the brand positioning and creative execution.
We needed to raise awareness of the Marine Reserves and build clarity around what they were. We created the new name, Australian Marine Parks to cut out complex terminology and build a strong foundation for the entire brand.
The positioning we developed for the new brand revolved around a shared positive belief from all stakeholders. “Celebrating our seas” captured their vision while also being flexible enough for them to adapt to their own roles in the organisation.
The visual identity was developed as a symbolic celebration of the diversity of both the stakeholders and the marine life itself. It is colourful and fluid, ensuring everyone could celebrate our seas together.