Blue Carbon Plus: Brand Identity for a Joint Coastal Conservation & Economic Initiative

A Launch-Ready Brand System for a New Initiative

Client: A joint initiative of The Nature Conservancy and Conservation International focused on coastal ecosystem restoration paired with economic opportunity for coastal communities

• Brand identity, including naming consultation,
• Communication templates for presentations, events, and social media
• Print and apparel collateral

Results: A launch-ready brand system built to represent two major conservation organizations under one new joint initiative

The Challenge

The client came with the false choice between environmental protection versus economic opportunity for coastal communities. There was danger in seeing the options of either purely conservation-focused messaging that can feel disconnected from the livelihoods of the people living on affected coastlines, or purely economic messaging that undersells the ecological mission, when both are needed.

Adding competing pairs, the initiative launched under two major conservation organizations — The Nature Conservancy and Conservation International — each with its own earned brand equity. The new identity had to feel upbeat, approachable, and community-centered, while visibly carrying the credibility and expertise both parent organizations bring to the partnership.

Our Approach

openbox9 developed a school of fish moving in coordination as the organizing creative concept. The symbol was chosen deliberately to work on two levels: it reads as ocean conservation imagery to an environmental audience, while its visual associations with growth and collective momentum appeal to investors and business stakeholders evaluating the initiative’s economic case.

Giving a Name and Voice

Because the initiative operates under two established parent organizations, openbox9 provided consultation on the name, what tone of voice it should carry, and when and how The Nature Conservancy and Conservation International should be visibly leveraged in materials. This context-specific guidance let the initiative build independent brand recognition without appearing disconnected from the institutional credibility of its parent organizations.

Visual Design & Application

The identity system includes a custom logo with an animated version for digital use, a coastal-inspired color palette, and supporting pattern work drawn from the “school of fish” concept. openbox9 extended the system into a full set of usable templates — presentation decks, event materials, and social media assets — so the Blue Carbon Plus team could deploy the brand consistently without being tethered to a vendor for every new piece of content. Physical collateral included a printed brochure, branded apparel, and a fabric display system for conferences and partner events.

Results Over Time

Blue Carbon Plus launched with a complete, self-sufficient brand system: a distinct identity capable of representing a joint initiative between two major conservation organizations, paired with the practical templates needed to maintain that identity across presentations, events, and social channels. The brand was intentionally built to evolve — a foundation designed to grow alongside the initiative as it expands into new coastal regions and partnerships.

Deliverables

• Logo, including an animated version for digital use
• Nonprofit naming, tone-of-voice, and brand usage styleguide
• Presentation & social media templates
• Printed collateral, including display sign, brochure, and apparel