Passion for Ocean
Festival 2019
Diciplines 
Communication concept
Visual  identity
Rebranding 
Role
Final Exam at 
Kristiania University College
Year
2019
Passion for Ocean Festival is an environmental festival that aim to raise awareness of how to take care of our oceans, share knowledge and create action.
The primary objective was to trigger an emotional response from our young adults, to make them more awake and aware about what is happening to our oceans.
The concept was created as a way to communicate the urgency. A way of demanding to be seen and heard, and it is based on the feeling of passion and danger. 
Our oceans are screaming louder than before, and are doing so through the universal language of morse code, bold lettering and aggressive colours. Colours of passion, danger, blood and sand. ​​​​​​​
The logo is a combination of the morse code for PFO (Passion for Ocean), paired with bold lettering, making the overall visual element static, hard and informative. 
In contrast, the element of a fish is incorporated as a fifth element, a symbol of life. The fish is organic and natural, creating an emotional connection. 
By emphasising "gratis" (free) we are able to get the attention of our young adults. 
Free concerts, live podcast, workshops and courses in ocean-based activities, are all possible platforms of education, without the feel of a lecture. 
They will come for the freebies and leave with more knowledge, and hopefully a wish and an eager to make a change. 
If we are to succeed in becoming a recognised brand among young adults, it is important to choose surfaces that appeal to this particular target group. 

Young people like "cool merch", and by creating "cool merch" you will be able to be visible in their environment, and perhaps get more young people to open their eyes and get involved. 
The festival are giving out tote bags made out of hemp, which will help spread awareness for the brand as well as minimise the overall use
of plastic bags.

One step closer to stop plastic pollution.
The beer comes in glass bottles that are washed by Klar at the festival site, refilled and reused. 
Bitter End and Mayday are both names based on the life at sea. Mayday being the call for help and Bitter End being the final part of the anchor rope.
* this is a fictional rebranding, however if you feel like you want to learn what you can do,
or you just want more information, you can take a look at these: 
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