Marine Conservation Society
Assets for a full brand overhaul and supporting digital content.
Focus: Conservation
Category: Charity
Years: 2019-2020
Overview
During my time at MCS as a digital designer, there was regular day to day projects. Just before the global pandemic, MCS recieved pro-bono support from BBH to update the logo and refresh the brand to appeal to a younger demographic.
As a key member of the design team, I was involved in helping to steer the creative direction, produce brand guidelines and create editable content for the marketing and funding teams.
Expanding the brand assets to further the visual appeal.
Free pro-bono support from global agencies can be immensely valuable in building a strong brand foundation. While strategy and research can be handled externally, implementing this new brand ethos in daily design tasks involves creating new assets.
Things such as patterns, icons, typography choices and colours all needed to be explored and built into the brand guidelines. The species illustrations on this case study, had been commissioned by an illustrator, Jack Tite. They were a vital aspect to creating eye-catching artwork, particularly on social media.
Providing support for the internal teams with digital content.
The charity created a lot of assets, for active and valued social accounts in particular, as this was the main source of brand awareness to the general public. The task for me here, was to create style setters, brochure layouts, banner templates and a wide variety of other assets which staff could use.
As the brand was a revolution for the majority of staff, this was a challenge, not only to get buy-in from senior colleagues, but also to start from the beginning on the majority of campaign artwork.
