PORTFOLIO

Cleaner seas start on land.

Strategy

Design

Brand Identity

Corporate Identity

UI/UX

PORTFOLIO

Cleaner seas start on land.

Strategy

Design

Brand Identity

Corporate Identity

UI/UX

WHAT MATTERED

SST’s purpose had evolved far beyond its origins as a marine conservation group, yet the organisation was still seen through a narrow oceanographic lens. Today, SST’s work encompasses so much more; it educates communities, enables waste-management systems, and creates economic opportunities through Africa’s blue economy. Our challenge was to create a bold, unified identity that communicated SST’s broader impact without alienating existing stakeholders.

INSIGHTS

NGOs often overlook the importance of branding, relying on solely their mission to speak for itself. But, in today’s competitive funding environment, a strong brand presence is crucial. We needed to reposition SST as more than a conservation organisation. We needed to position it as one that plays a vital role in enabling coastal economies and empowering people through sustainable practices.

“DERRICK’S PASSION AND DEDICATION ARE HARD TO COME BY.”

Janine Osborne - CEO, SST

REFRAMING THE PURPOSE

SST was founded in 2006 as part of the African Coelacanth Ecosystem Programme, but over time, it has become a leading voice in Africa’s blue economy. So, we helped move it from being perceived as solely focused on ocean sustainability to being seen as a driver of economic opportunity for communities through responsible waste management and conservation practices.

OUR SOLUTION - A HUMAN-CENTRED CORPORATE IDENTITY

We rebuilt SST’s identity around the one force that drives change: people. The new logo captures this through a simple, outstretched figure, embodying action and agency. It draws inspiration from African patterns integrating cultural and economic connections. Expanding this into a full corporate identity system let us visually and tonally unify SST’s diverse initiatives.

A SHARPER POSITIONING

We repositioned SST as an enabler of a flourishing blue economy. A new pay-off line distilled this into a clear, usable expression, connecting environmental responsibility with tangible economic opportunity.

A PLATFORM, NOT JUST A WEBSITE

We restructured their existing sprawling site into a focused, multi-purpose platform. Clear pathways now guide funders, partners, and the public. It’s now an education hub, a fundraising tool, and a practical resource, all at once. Interactive mapping adds and extra layer of utility, helping users locate waste management initiatives in their own communities.

INTERNAL BRAND BUILDING

We designed an induction book positioning every new team member at SST as a “Blue Economist.” This internal branding initiative built a sense of pride and unity within the organisation, encouraging staff to embody SST’s mission. Office branding, including posters and decals, reinforced the new identity.

IMPACT

While a new CI’s impact is difficult to measure with hard and fast numbers, anecdotal evidence from the field has shown an impressive adoption of the “Blue Economist” and stakeholders’ understanding of how their actions on land affects Africa’s seas. Tracking the impact through the new website’s performance shows an overwhelmingly positive response to the new, easier-to-navigate website.

Website visits

+ %

Website converstions

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