IMPROVING LIFE ABOVE & BELOW: Building brand awareness for a not for profit organisation aiming to stop shark fishing
This project was dedicated to creating a framework for an awareness campaign that sought to educate people about Project Hiu and their efforts to conserve the shark population of Indonesia by engaging former shark fishermen in an eco-tourism model.
Goals and Requirements:
Working as part of a small team, we developed strategies that support Project Hiu’s current operations to elevate their visibility and raise awareness of their work. These strategies aim to educate a wider audience about the work of Project Hiu and the difference they are making to conserve the shark population of Indonesia by engaging in impactful activities that seek to provide the men who once hunted them with income through an eco-tourism model.
The initial goal for this project was to create a design system that would simply seek to prevent further shark fishing activities around Lombok. After spending time with the community of shark fishermen and their families, we discovered the systemic and interconnected problems the community face every day that force them, and the generations before them, to engage in the highly dangerous and harmful shark fishing practices.
We identified the key community issues as:
- Food and Water Insecurity
- Waste Management
- Health and Hygiene Standards
- Education Standards
- Community Isolation
Through evidence-led practices, our first goal shifted into developing a system that focused on creating human-centric appeals to Project Hiu stakeholders by enlightening them about the critical issues surrounding the community of shark fishermen. Through these appeals we aim secure support for Project Hiu through funding, donations, volunteering and sponsorships that not only prevent further shark fishing activities but also work to better the quality of life for the people and environment of the community.
Key Objectives:
1. Facilitating connections with eco-conscious corporations to establish alternative fundraising avenues through sponsorships, pledges, donation matching or grants
2. Creating physical and localised experiences that drive interest to the work of Project Hiu and support its activities through an interactive storefront space, elevated business operation methods and a streamlined merchandise purchasing experience
3. A digital awareness campaign strategy that seeks to educate online media audiences about the impact work of Project Hiu and how this impact seeks to shift the generational practice of shark fishing for income into one supplemented by alternative income streams, namely eco-tourism.
Deliverables:
1. Brand identity style guide,
2. Website re-design,
3. Printed media advertising,
4. Social media guidelines,
5. Sponsorship letter template,
6. Merchandise lookbook,
7. Flagship store design.
Printed media advertising
Social Media content guidelines
Acknowledgement of Country
I acknowledge the Whadjuk and Bindjarep Noongar people as the Traditional Owners and Custodians of the lands and waterways on which I live and work. I extend my respect to their Elders, past and present, and acknowledge their continuing connection to country, history and culture.
