|Title||GREAT BARRIER REEF FOUNDATION BRAND ECOSYSTEM|
|Brand||GREAT BARRIER REEF FOUNDATION|
|Product / Service||GREAT BARRIER REEF FOUNDATION|
|Category||A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit|
|Entrant||LEO BURNETT MELBOURNE, AUSTRALIA|
|Idea Creation||LEO BURNETT MELBOURNE, AUSTRALIA|
|PR||LEO BURNETT MELBOURNE, AUSTRALIA|
|Jason Williams||Leo Burnett Melbourne||Chief Creative Officer|
|Matt Portch||Leo Burnett Melbourne||Senior Designer|
|Tim Shelley||Leo Burnett Melbourne||Associate Digital Creative Director|
|Nick Bennett||Leo Burnett Melbourne||Integrated Account Director|
|Nicole Ross||Leo Burnett Melbourne||Head of Digital|
|Chris Miles||Leo Burnett Melbourne||Studio Manager|
|Kaelene Morton||Leo Burnett Melbourne||Producer|
|Haley Wessels||Leo Burnett Melbourne||Account Executive|
The Great Barrier Reef is both out of sight and out of mind for many people. The majority of Australians are unaware of just how diverse and precious the Great Barrier Reef really is. In order to grow awareness for the Great Barrier Reef Foundation and its cause, the new identity is as dynamic as the reef itself. It is a design ecosystem that constantly evolves to educate people about the reef’s diversity. Featuring a different reef element every time it is applied, the design’s flexibility allows for it drive fundraising activity and be topical (e.g. to bring focus to the plight of a particular species).
From fish, to coral, turtles and crustaceans, the design updates and evolves to reflect the sheer diversity of exactly what’s under threat. There are no limits with respect to what reef elements are featured within the design system. What’s more, the system’s flexibility allows for a focus to be put on a particular species. For example, if a type of fish is facing an immediate threat, the identity can update to raise awareness about its plight. A simple, classic typeface and a white backdrop allows the beauty and intricacies of the reef elements to stand out. The new design has been rolled out across all of the foundation’s materials including business cards, letter heads, the website and more. To harness the power of the design ecosystem to full effect, future plans include a retail based fundraising partnership and an entire website overhaul.
The Great Barrier Reef Foundation now has an educational design platform, which acts to help them foster a resilient reef for the future. The re-brand has been incredibly well received from a board level, right down to partners and suppliers. Whether it be a business leader, or a school student, those who come into contact with the new identity will be getting a broader understanding of just how much is at stake. Over time, it’s hoped that that by bringing the reef out from below the water and into the GBRF’s material, it will prompt more timely action from everyone who encounters it.
By using what the foundation stands to protect as the basis for the design, every touch-point automatically becomes a tool in educating and motivating members of the public and the private sector. Derived from the reef itself, the elements featured are varied and constantly changing. From a simple letterheads and t-shirts, to online educational platforms, it’s hoped that the more the design is used, the more awareness and funds can be raised. That’s because what was once hidden under the ocean, is now at the front and centre of the GBRF’s material.