640,000 tonnes of commercial fishing gear is dumped or discarded in the ocean each year. This creates a murderous cycle whereby the nets capture and kill marine life, pollute the sea beds, and disintegrate into micro-plastics. Yet even the knowledge of what ghost nets are is relatively unknown to the general public, let alone the action needed to solve the problem.

Through workshops and long conversations with Ghost Network founder, Chris, we framed his passion and knowledge of ghost net’s into a coherent brand strategy so that Sea Shepherd and The Ghost Network were speaking about the topic using the same language. We took this brand strategy and formed a creative strategy; ‘Demystifying Ghost Nets’. This statement drove the whole visual identity of the campaign, and became our guiding message for visuals; masks, blurred effects, bold typography and unravelling graphic elements.

Our visual storytelling gave The Ghost Network and Sea Shepherd an inspired new way of talking about Ghost Nets. The collaboration extended into website design, which uses the design elements and motion graphics to bring the brand to life, communicate the extent of the problem, and motivate people to get involved and take action. Our logo inspired their in-house team to design a final campaign brand mark, and our brand identity and strategy has been fully adopted by the Sea Shepherd team.