Be More Starfish

Overview:

This project involved developing a brand identity for an ESG-focused initiative designed to encourage more environmentally conscious behaviour.

The work was created within the constraints of existing company brand guidelines, requiring the identity to remain aligned with established visual standards while still communicating a distinct and engaging purpose-driven message.

The project also formed part of a wider launch campaign, including animation and voiceover content used for the main rollout.

My Role:

Creative Lead / Project Lead / Brand Development / Cross-Agency Coordination

I led the project end-to-end, developing the visual identity and overseeing its rollout across multiple formats.

I also managed external agencies responsible for animation production and voiceover development, ensuring the final output aligned with the creative direction and brand strategy.

Challenge:

The challenge was to develop a clear and engaging ESG identity within strict brand guidelines, while also coordinating multiple external partners to deliver a cohesive launch campaign.

Key objectives included:

Communicating sustainability messaging in a clear and accessible way
Maintaining compliance with existing brand guidelines
Ensuring consistency across design, animation and voiceover
Aligning multiple stakeholders around a single creative direction
Strategy & Thinking

The approach focused on creating a strong central identity system that could be extended across multiple outputs, including motion and narrative content.

Rather than treating design, animation and voiceover as separate elements, the project was structured around a unified creative direction to ensure consistency across all touchpoints.

Key strategic decisions included:

Establishing a clear visual system to guide all outputs
Ensuring ESG messaging remained simple, structured and accessible
Aligning animation and voiceover tone with the brand’s visual language
Managing external partners through clear creative direction and feedback loops

This ensured the campaign felt cohesive across all mediums despite being produced by multiple teams.

Execution:

I developed the core visual identity within existing brand guidelines and defined the creative direction for the wider campaign.

I then led and coordinated external agencies responsible for:

Animation production
Voiceover scripting and recording

Throughout production, I provided creative feedback and direction to ensure all outputs remained aligned with the intended tone, messaging and visual system.

Key areas included:

Structuring the visual identity for multi-platform use
Guiding animation style and motion principles
Curating tone and delivery of the voiceover content
Maintaining consistency across all campaign assets

Outcome:

The final campaign delivered a cohesive ESG brand identity supported by animation and voiceover content used for the main launch.

The result was a consistent and accessible communication system that improved clarity of messaging while maintaining alignment with existing brand guidelines.

The project successfully unified design, motion and narrative into a single, coherent launch experience.

Reflection:

This project reinforced the importance of clear creative direction when managing multiple stakeholders and production partners.

Leading both internal design development and external agency output highlighted the value of structured communication, consistent feedback and a unified creative vision across all outputs.