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Design
Brand Identity - Local

Finalist

Entrant: Leo Burnett Melbourne, Melbourne
Great Barrier Reef Foundation - "Great Barrier Reef Foundation Brand Ecosystem"

Corporate Name of Client: Great Barrier Reef Foundation

Agency Account Executive: Haley Wessels 

Agency: Leo Burnett Melbourne, Melbourne

Chief Creative Officer: Jason Williams

Designer: Matt Portch

Producer: Kaelene Morton 


Description of the Project:
Australia’s Great Barrier Reef is the largest natural structure on earth. Despite being a UNESCO World Heritage Site, the reef is deteriorating at a rapid rate due to pollution, invasive species, coastal development and climate change. Over the past three decades, 50% of the reef’s coral cover has disappeared, and many biologists predict the reef will become practically extinct by 2030.

The Great Barrier Reef Foundation (GBRF) is the only independent, not-for-profit organisation in Australia dedicated solely to raising funds for scientific research into preserving the reef and its inhabitants. 

For years, the GBRF had been using a dated identity for its branding and associated elements. 

The brief was to create a new design language for the foundation that would generate awareness for its cause, and prompt more action from the public and private sector.