Audience Intelligence,
Brand Foundations
Ocean Wise, a non-profit ocean conservation organization, had recently separated from the Vancouver Aquarium. Without the association, the organization faced low brand awareness, fragmented messaging, and a passive reputation, challenges that threatened its bold 2030 strategy for global ocean impact. They partnered with theturnlab to redefine their brand and sharpen their communications for greater influence and growth.
We led a data-informed brand transformation grounded in stakeholder research. Insights revealed a critical gap: while 91% of people were willing to support ocean conservation through their actions, 45% didn’t know how. Ocean NGOs were perceived as indistinct and interchangeable. We developed a brand blueprint and identity system anchored in the insight, “We need the ocean, and the ocean needs us.” The strategy unified fragmented sub-brands, clarified messaging, and connected ocean health to human wellbeing—making conservation personal, urgent, and actionable.
The new brand drove measurable outcomes: a 300% increase in website traffic, 1,000+ new organic social followers, and a surge in donor and partner engagement. The work delivered a repeatable framework, combining audience insight, creative clarity, and strategic structure, to support Ocean Wise’s long-term growth and measurable impact.
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