For this conceptual rebrand of the Great Barrier Reef Foundation, I set out to create a visual identity that honors both the ecological importance of the reef and the cultural heritage of Australia’s First Nations peoples. My goal was to build a brand system rooted in community, care, and stewardship—values that have long been upheld by Indigenous custodians of the reef.
The foundation’s new brand essence, “Wonders should never cease,” reflects the idea that preserving the reef is a collective responsibility—one that bridges science, culture, and community. A core inspiration for the identity came from First Nations art, particularly the use of concentric circles to symbolize gathering, community, and shared knowledge. I incorporated this motif into the design as a visual representation of the reef as a living system, sustained not just by biodiversity, but by human connection and cultural memory.
The brand identity is built around a flexible system of interlocking, concentric circle patterns that shift and flow like coral formations—always connected, always in motion. These patterns serve as the visual backbone of the system, appearing across collateral, digital, and print with variations in density and scale to evoke the organic diversity of the reef. The color palette is grounded in soft oceanic blues, coral tones, and a bright complement of orange, referencing both the marine ecosystem and the land it’s tied to.
Typography is clean and understated, chosen to support the visual storytelling without overpowering it. The logomark simplifies the concentric circle motif into a unified, symbolic form—representing both the reef itself and the people who protect it.
This system aims to feel respectful, human, and enduring—anchored in the cultural significance of the reef while pushing toward a future where collective action is key to preservation.
Because wonders should never cease, because if they do, then so will we.
Founded in 1998 after a large mass coral bleaching event, the Great Barrier Reef Foundation is a funding and educational organization whose mission is to protect and stabilize the world's coral populations. At the heart of it, they start with the largest ecosystem on the planet, the Great Barrier Reef.
Sustainable, Interconnected, Innovative, Eco-conscious
Through the work of the Great Barrier Reef Foundation, the Great Barrier Reef and coral abroad will be able to fully recover from the effects of climate change. Collaborating alongside the Native/First Nations people in order to adapt our way of life; becoming a large factor in stabilizer our natural ecosystems on our dying planet.
Hopeful, Educational, Trustworthy, Optomistic
Age: 62
Occupation: CEO & Philanthropist
Location: US / Australia
Bio:
Howard is a semi-retired business leader who built a successful company in sustainable hospitality and now invests time and money in causes that align with environmental responsibility. Passionate about making a meaningful impact, he funds eco-initiatives around the globe, especially those tied to marine life and ecotourism. Recognition, real-world results, and legacy-building are central to his philanthropic focus.
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Age: 28
Occupation: Reef Tour Operator
Location: Cairns, Australia
Bio:
Liam grew up near the Great Barrier Reef and now makes a living giving tours to travelers eager to see its beauty. Lately, he’s become increasingly vocal about the reef’s decline—both because of personal attachment and financial dependence. He wants to protect his livelihood while educating others and is open to community efforts, data-backed tools, and partnerships that drive awareness and action.
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Age: 41
Occupation: Environmental Policy Advisor
Location: Canberra, Australia
Bio:
Maya is a high-level advisor working in environmental policy for the Australian government. With cultural ties to Pacific Island communities, she’s deeply committed to protecting marine ecosystems like the Great Barrier Reef. Maya helps shape climate strategies and sustainability policies that reflect both economic needs and cultural stewardship. She’s data-driven but also values inclusive, community-led efforts.
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