One Ocean: Driving Sustainability of Our Shared Ocean Future
Leading visual identity design for a global initiative uniting Bergen's ocean industry ecosystem from diverse stakeholders to international recognition.
Client: frog + Bergen Municipality
My role: Design Lead & Designer
Team: Strategic Lead, Brand Strategist
Timeline: January – July 2023
Services: Brand Strategy, Visual Identity, Communications
Uniting an Ocean Ecosystem
Bergen municipality, University of Bergen, and key ocean industry stakeholders aimed to promote Bergen as a prominent hub for ocean innovation. The challenge: create a compelling visual identity and communication strategy that would unite diverse partners from ocean tech experts and startups to academia, financiers, and industry leaders.
As Lead Visual Designer, I worked with frog's strategic and brand teams to develop the One Ocean identity. My role was translating a complex partnership vision into a distinctive visual system that could inspire collaboration while positioning Bergen as a driving force for ocean sustainability on the global stage.
The Design Challenge
Initially, the brief seemed straightforward: create a visual identity for Bergen promoting its world-leading ocean expertise. But working closely with stakeholders, we discovered a deeper ambition, facilitating sustainable ocean development through collaborative partnerships, not just place branding.
As lead visual designer, I needed to create an identity that unified diverse organizations under ocean innovation while ensuring relevance for all partners. The visual system had to work for startups, academia, finance, and established industries, balancing Bergen's presence with the collaborative, borderless nature of ocean sustainability.
My Design Approach
Following the strategic pivot from place branding to partnership initiative, I developed the visual identity around the "One Ocean" concept. My approach centered on translating the borderless nature of our oceans and the collaborative spirit of "Ildsjel" (Norwegian for those deeply dedicated to a cause) into a cohesive visual language.
Visual Concept
Horizon element representing life above and below water
Shared "O" form emphasizing mutual ambition
Bold, simple forms creating distinctive expression
Brand Applications
Identity system for 70+ partner organizations
Event branding for One Ocean Week
Communication templates and guidelines
Core Design Principles
Above and Below: I integrated a horizon element inspired by the perpetual motion of ocean currents and atmospheric processes, representing the dynamic interplay of life and energy vital to our shared ocean future.
Color and Typography: Drew from Bergen's coastline, ocean depths, and historical context. The palette reflects ocean scenery's dynamic nature while typography integrates historical influences, creating meaningful connection to Bergen's character.
Collaborative Identity: Created a system where the "Bergen Norway" identifier builds regional presence while the bold One Ocean mark unifies partners. Designed flexible brand elements allowing partners to integrate the identity into their own communications, expanding reach organically.
Impact & Results
One Ocean launched with extraordinary momentum, becoming a catalyst for ocean sustainability collaboration. The visual identity became instrumental in unifying 150+ events and creating a cohesive presence that attracted international attention, including Norway's King Harald.
70+
National and international partners onboarded, all committing to work together for sustainable oceans
98%
Of partners see value in including One Ocean brand in their marketing materials
150+
Events during first One Ocean Week with 10,000+ participants
Global
Media coverage including national and international press, TV, and social channels
