I considered several names before settling on "Project Unbleach" for its uniqueness as well as its ability to explain the purpose of the organization in a literal sense: Coral bleaching is a common result of disease and poor water conditions that kills and turns colorful coral white. The organization aims to prevent this and educate those who rely on the reefs for their food and economy on how to keep their precious coral safe.
Several iterations of the final logo in order to establish color, font, and case
I wanted a font that looked tropical, but I didn't want it to look too carefree as people need to trust this non-profit if they are to donate to the cause. I also tested several tropical colors until I was happy with the tone it gave off, as well as if I wanted colored outlines for a softer look. I tested upper and lowercase versions of my chosen font, Candara, and decided to go with uppercase on top to avoid descenders, and titlecase on the bottom to further push that softer look.
The final logo with black and white, color, and reversed versions
After I finished the logo, I started establishing the look and feel for the brand and annual report. The moodboard below summarizes the results.
The annual report itself features a circle die cut on the cover that allows a fish to peek through, prompting the viewer to read further. The goal was to keep the layout of the content organic and flowy, using circle frames and an "s" shape that splits each page down the middle and guides the eye.
