Shark Research Institute

mission / brand / creative

One of the earliest shark conservation organizations founded in 1991.

NEED

The Shark Research Institute needed to dramatically redefine the organization’s brand platform which had become stale, undefined and dated. Through discovery I saw the need for redefining the vision and mission statements for the organization as well before beginning brand strategy and creative development work.

APPROACH

Through extensive stakeholder interviews and competitive analysis I wrote vision and mission statements for the organization. Due to limited access to Board and Staff I then led a modified version of my Brand DNA process resulting in a comprehensive brand platform on which to reimagine all brand creative and communications. Working with collaborator Can of Creative, we created the new ‘infinity’ logo and website. To ensure the brand copy was reflective of the strategy I wrote all website copy, art directed and built the website with no client-provided budget. The resulting brand was then flowed to the organization’s social media channels and fundraising materials.

I also had the opportunity to attend CITES CoP18 in Geneva as a representative of Shark Research Institute where we supported the successful Appendix II listings for mako sharks (long and shortfin), guitarfish and wedgefish.