National Marine
Sanctuary Foundation
Identity System

NMSF, an organization affiliated with NOAA’s National Marine Sanctuary System approached Oberland to update their identity—from print collateral through to a new, sharp web presence.

Taking into account the feedback from donors, the board of directors and polls from current volunteers, we tailored the design to make it easy to view at-a-glance information about NMSF, the sanctuaries they support, and streamlined the donation process.

An awareness campaign based around the brand manifesto “Go Deeper” was launched to help reach potential donors and volunteers nationwide. Digital and social engagement was utilised to reach volunteers and raise awareness, while more traditional media was used to drive donations.

Use of a hyper-minimal design language combined with bright, colorful photography of the sea imparts a precise, scientific aesthetic that reflects NMSF's core as marine scientists, stewards and conservationists.

The re-launch coincided with NMSF’s “Capital Hill Ocean Week 2016,” which boosted the profile of the Foundation to new heights.

Collateral produced ranged from standard identity materials (stationery, site, etc.) to annual reports, posters, rack cards, and social media templates.

Creative Direction: Bill Oberlander

Art Direction, Design: Robert Hurst and John Woodward

Copywriting: Donald Borenstein

All photography copyright NOAA and/or respective owners.