BRIEF

Create an overarching identity for four community groups along the North East coast, with scope for additional groups nationwide. Keeping the focus on building community cohesion and tackling local issues, such as littering. Consider naming, tone of voice, visual language, and an identity system that can unite these groups.

SOLUTION

The name resonates from the meaning of its geographical location and because the brand stands as the coast's last line of defense. For our identity and approach, we wanted to show pride and direction. Seagulls are a representation of pride. The way they fly, hunt, walk. Not only that, we picked up on the fact in the interview that seagulls actually pick up and eat litter on the coast.

This is where the compass comes in, it represents a sense of direction as we want to give the volunteer group the chance to direct people towards a cleaner coast.

As the groups share many core values and motivations, we have created an identity system. Having a collective name, visual language, and identity system helps galvanise their visibility and help further pervade the consciousness of both the general public and potential sponsors or collaborators.