Green Fins

Brand IDENTITY, ART DIRECTION, illustration

Green Fins is an approach to sustainable marine tourism activities operating in South East Asia, Caribbean and the Indian Ocean that works with business operators, communities and governments. It helps to implement environmental standards for the diving and snorkelling industry through a code of conduct. They are headquartered in the Philippines, and in 2015, I had the privilege of working with them to do a complete visual overhaul of their brand.

When we started, they had no visual assets except for their logo, a few diving guidelines posters, and their website, which they had just gotten reworked a few months prior. Considering that the website was already completed, we decided to use some visual elements from it, for efficiency’s sake. The general direction we decided on is clean and minimal – white backgrounds and thin green lines, contrasted with bold typography and a friendly, modern illustration style for their posters.

This was a huge project that involved cleaning up the logo, establishing brand guidelines, creating internal brand collateral, creating guidelines and promotional posters and infographics for their network’s use, designing merchandise for fundraising, and designing assets for their social media profiles.

 
Their website, the starting point for the whole process.

Their website, the starting point for the whole process.

 

The Green Fins Brand Book – one of the very first things we finalized, to serve as a foundation and pave the way for the rest of the brand visual overhaul.

 
The Green Fins Icons — you can find these in all Green Fins accredited dive shops and business operations. They are the most basic guidelines for environmentally sound diving and snorkeling practices.

The Green Fins Icons — you can find these in all Green Fins accredited dive shops and business operations. They are the most basic guidelines for environmentally sound diving and snorkeling practices.

 
The Icons are available for download on the website, used consistently all over social media, and are available in many different languages for use by different dive operators and establishments around the world.

The Icons are available for download on the website, used consistently all over social media, and are available in many different languages for use by different dive operators and establishments around the world.

 
The Green Fins business card with the cleaned up logo.

The Green Fins business card with the cleaned up logo.

 
The Green Fins Code of Conduct next to the Icons.  (Photo via the Green Fins website)

The Green Fins Code of Conduct next to the Icons. (Photo via the Green Fins website)

 
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The Code of Conducts and other materials in use at newly accredited Green Fins resorts in the Philippines.  (Photos via the Green Fins website)

The Code of Conducts and other materials in use at newly accredited Green Fins resorts in the Philippines. (Photos via the Green Fins website)

 

We also worked on several posters and infographics that partner establishments can display in their shops and resorts. These posters highlighted the importance of making use of environmentally-friendly practices in business operations, as well as in daily lives.

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The posters and infographics are often promoted on their social media.

The posters and infographics are often promoted on their social media.

A Green Fins partner holding some laminated posters that they use for guest briefing.  (Photo via the Green Fins website)

A Green Fins partner holding some laminated posters that they use for guest briefing. (Photo via the Green Fins website)

All of the posters and infographics are available for download by anyone on the Green Fins website.

All of the posters and infographics are available for download by anyone on the Green Fins website.

 

We also created merchandise that Green Fins partners can use to promote the network. These include flags, stickers, t-shirts, tote bags, desktop and mobile wallpapers, and a logo stencil.

A Green Fins flag on a dive boat.  (Photo via the Green Fins website)

A Green Fins flag on a dive boat. (Photo via the Green Fins website)

A Green Fins t-shirt.  (Photo via the Green Fins website)

A Green Fins t-shirt. (Photo via the Green Fins website)

The Green Fins tote bag.

The Green Fins tote bag.

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Some Green Fins desktop wallpapers.

Some Green Fins desktop wallpapers.

All of the merch designs are available for download on their website.

All of the merch designs are available for download on their website.