Monterey Bay Aquarium

The Aquarium Conservation Partnership (led by Monterey Bay Aquarium, Shedd Aquarium, and National Aquarium) asked my team to develop a campaign to encourage their visitors to decline disposable plastics, and choose ocean-friendly reusables instead.

The campaign “In Our Hands" avoids doom-and-gloom messaging about abstract consequences, and instead emphasizes the responsibility that is literally in our hands. Critically, this brand framework can be applied to different local bodies of water, to be inclusive of aquariums confronting freshwater pollution.

Screen Shot 2017-12-20 at 11.38.22 AM.png

As a marquee visual motif, we developed a series of illustrations of uncanny sea creatures made out of plastic trash – to visualize the slow yet significant transformation that plastic waste is having on our oceans and rivers.

Screen Shot 2017-12-20 at 12.35.21 PM.png

Screen Shot 2017-12-20 at 12.35.27 PM.png

Screen Shot 2017-12-20 at 12.35.31 PM.png

Screen Shot 2017-12-20 at 12.35.37 PM.png

The web experience also features a customizable social image generator, where supporters can select a favorite animal and learn the best ways to protect them through everyday choices.

Screen+Shot+2017-10-08+at+3.14.57+PM.png

CREDITS

Produced by Blue State Digital for the Aquarium Conservation Partnership

Concept, branding, copywriting, and creative direction: Chris Royalty.
Design: Jenna Steely & Halina Mader.
UX: Sarah Papp.
Web development: John Moore.
Account and project management: Katie Wiley, Kacey Read, Manuel Gallardo, and Derreck Fuschino