WHOI Twilight Zone
Web & Brand Design
WHOI (Woods Hole Oceanographic Institution) wanted to develop a breakthrough awareness campaign that introduced the ocean twilight zone or OTZ and show its importance to what’s happening below the ocean surface. Currently, WHOI is largely known by scientists, but how could we drive engagement & support while also getting people curious about what is really happening 1000 meters below sea level? We created a campaign that spoke to the weirdness, creative expression, and individuality of those creatures. Starting with fresh branding for the Keep it Weird campaign, a quiz to help you find your weird, and social extensions.
Client: Woods Hole Oceanographic Institution Role: Art Director / Graphic Designer Writer: Erin Ridgeway Creative Director: Hillary Tandrow
We channeled the depths of the ocean in the campaign brand guidelines. Using colors and fonts that mimicked the creatures found in the OTZ.
The quiz featured 10 creatures & 8 questions. Each person’s result was personal to what they answered and they were then given the opportunity to share out on multiple social platforms.
