Sisters' Islands Marine Park
This project was completed as part of the AY18/19 Studio Project 1.
The Sisters' Islands Marine Park, comprising of Pulau Tekukor, the Big and Small Sister's islands and St.John's island, is home to Singapore's marine biodiversity and the bulk of its aquatic ecosystem. The park was founded in 2014 to serve as Singapore's first turtle hatchery, and research facility for educating public about local marine biodiversity.
The brief given by the client, Nparks, required a brand identity system to effectively create public awareness of marine conservation and advertise the brand through expressing its goals in the brand identity. Through the identity and its goals, it hopes to incite volunteerism amongst the community to support Singapore's marine biodiversity cache in local waters, which is part of our national heritage.
By 2020, 35% of the global workforce will consist of millennials. Millennials, however, don't care about any brand or businesses. Therefore, there is a need to appeal to this large consumer base to attract volunteers that are maverick in how they want to lead their careers ,and make them feel that they can connect with the story this brand weaves. This in turn sparks conversations about marine conservation and eventually result in brand publicity.
The Identity
Through integrating photography with marine biodiversity, the brand identity for Sisters' Islands Marine Park is created — to communicate balanced exposure towards flora and fauna, as well as integrating technology with marine conservation. The logo is created from a joining of a fish, a turtle and a camera aperture to communicate this message, with colors of green and blue to show represent flora and fauna respectively.
The secondary graphics comprise of the hexagon and assorted leaf patterns. The hexagons, derived from the aperture, serves as a carrier for photos or information to represent precious memories captured on the island and serves as a grouping system through tessellation. The leaves serve as a medium to communicate nature in its simplest form as carrier aesthetics to display how photography is integrated into nature as a mutual relationship.
A picture tells a thousand words in eight seconds, and this solves the issue of shorter attention spans and bridges the gap in connecting millennial culture with the cause. On popular social media platform Instagram for instance, Millennials make up 70% of its user base of over 800 million active accounts, which further incentivises the capturing of moments to share the message of Singapore's marine conservation efforts, influencing the decision to use photography as a medium to communicate the brand's goals and ideals.
A combination of a set of print and digital deliverables are used to communicate this concept effectively.
Visit the Website at:
https://xd.adobe.com/view/e2508bae-9944-4800-6bc6-c281b010a827-9461/?fullscreen
