CASE STUDY

OzFish | LOGO DESIGN
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OzFish said...

“We want (our logo) to be current and progressive. In its current form, it has an NGO feel to it. Whilst we are an NGO, we don’t want to present as one.”

OzFish Logo

Project Description

There are over 5 million Aussies who regularly wet a line, making fishing one of Australia’s favourite pastimes. We’ve been raised on it…it’s part of our heritage. And it’s why today we have a proud recreational fishing community, more willing to get active than ever before. 

OzFish Unlimited is a not-for-profit organisation dedicated to helping the millions of Aussie recreational fishers take control of the health of their rivers, lakes and estuaries and shore up the future of the sport they love.

OzFish Unlimited partners with fishers and the broader community to invest time and money into the protection and restoration of our waterways, counteracting decades of degradation.

WHAT OZFISH DOES:

  • Work with fishers to make local fishing grounds healthy, vibrant
    and more productive.
  • Share ideas on how to improve, restore and protect fish habitat.
  • Seek grants and support for hands–on habitat restoration.
  • Provide events, resources, education and research that support fishing groups to achieve local outcomes.

MY BRIEF:

OzFish Unlimited had inherited a logo from a former incarnation (the Fish Habitat Network), but were concerned that the existing branding was limiting their potential message and direction… OzFish has big plans for the Australian community! The concerns were highlighted when the client tried the visualise the logo on merchandise, such as caps, T-shirts and bumper stickers. They felt it lacked visual impact.  

“We want (our logo) to be current and progressive. In its current form, it has an NGO feel to it. Whilst we are an NGO, we don’t want to present as one.”

My brief was to create a brand that:

  1. looks confident and progressive; 
  2. ignites the desire to care for habitat;
  3. encourages feelings of goodwill when the association with habitat is made (rather than making people shy away from the “greenie” badge);
  4. is bolder, sexier (in design) and more engaging;
  5. connects with a broader audience across various marketing platforms;
  6. people would be happy to wear on a shirt; and
  7. has potential for lasting awareness and the ability to cut through the current saturation of fishing associated logos in Australia. 

Project Details

Client OzFish Unlimited
Date June 2015
Skills Branding, Graphic Design
View ozfish.org.au (I did not design the website)

“We want (our logo) to be contemporary and progressive. In its current form, it has an NGO feel to it. Whilst we are an NGO, we don’t want to present as one.” OzFish Unlimited

“OUT WITH THE OLD...”

The logo inherited from the Fish Habitat Network
didn’t represent the aspirations of the new organisation,
so it had to go.

Project Extension

Keen to launch the new brand at the 2015 Recreational Fishing Conference, OzFish Unlimited extended the scope of their work to include some copywriting and layout for a double-sided A4 fold to A5 brochure. This was slipped into delegate packs, getting it directly into the hands of some of Australia’s most proactive and influential fishers.

Project Extension

Naturally, a snazzy new contact card was in order! Utilising brand elements developed through the logo design process, this card wows recipients whenever it is handed out.

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