OceanX

Making Ocean Exploration More Exciting Than Space

As world-renowned broadcaster and naturalist, David Attenborough, puts it, no one will protect what they don’t care about and no one will care about what they have never experienced. With the rise of urbanization, we are increasingly becoming an indoor species and spending less time outdoors in our forests, savannahs and the ocean, never experiencing its wonders and beauty. Now more than ever, we are at risk of humanity losing touch with the ocean. And if we lose that connection, the next generation won’t be interested in protecting it.

Dalio Ocean Initiative partnered with BBMG to help launch a first of its kind media organization, comprised of a network of fearless ocean explorers and scientists, state-of the-art research vessels, submersibles and helicopters and expert filmmakers all in service of discovering and experiencing the ocean unknown to serve humanity. Inspired by how NASA captured the imagination of an entire generation around space exploration, we aimed to make ocean exploration just as iconic for this generation and make them fall in love with it through a new brand: OceanX.

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Audience Research
Brand Strategy
Brand Design
Naming
Brand Identity & Guidelines

A brand for the curious

To determine how we might make the ocean matter for a new generation of adventurers, we spoke with deep-sea filmmakers, surfers, scuba diving instructors and passionate brand fans about their relationship and experience of the ocean. They were full of exciting questions: What wonders still lie in the ocean's depths? What unknown creatures remain to be discovered? What unchartered territories can we still explore? It was this deep curiosity that we needed to honor in our brand strategy to make it resonate. So we designed a brand that stands for unimaginable encounters on and off the screen so audiences experience the ocean in a whole new way.

Owning the waterline

Just like the moon landing heightened our planetary awareness around how beautiful and vulnerable our planet is, the same is true of the world beneath the waterline. Our brand identity was inspired by the notion that half of our world, untouched and unexplored, lies beneath the surface. We brought forth subtle nods to deep sea exploration in our logomark and captured the divide between the world above and below through our badge designed for brand swag and social media.