Blue background with close up of bottle with Clean Oceans logo

Branding With Purpose

Making cleaning up the ocean clear.

New brand creation and launch.

Developed and rolled-out a marketing strategy.
Social that drove action not just likes.

Blue background with Clean Oceans logo and slogan in the middle

Building a brand to match the mission.

Clean Oceans is a not-for-profit with a mission: ban all single use plastics on every Australian beach by 2025. They had a name. They had a vision. They just needed a brand that embodied their mission, established a compelling, non-passive tone, and spoke to behavioural change.

Seven people smiling holding Clean Oceans bottles and wearing Clean Oceans shirts

Where beach culture meets activism.

Instead of creating a brand that told the world what Clean Oceans do, we created one that told the world what to do. We made ‘Let’s make one thing clear’ the call to arms and created a distinctive mark that combined beach culture with the anti-plastic message.

From grassroots to the sand.

We took to the streets and the surf, holding events at Surf Life Saving clubs and Nippers, and partnered with aligned brands and organisations. Branded water bottles were sold alongside permanent refill stations set up along Sydney’s beaches.

Blue Clean Oceans bottle in sand

A message on a bottle.

The bottles were not only a practical device to encourage behaviour change, they also reinforced Clean Oceans as an organisation that speaks through action. All proceeds are still funnelled back into expanding the brand’s physical presence on more beaches.

Person holding Clean Oceans bottle with beach as background, next to photo an infographic

Making waves in the right channels.

Our content marketing strategy centred on activism. We weren’t after thumbs up, we wanted helping hands. We leveraged ongoing share-worthy content to not only build a loyal following, but a volunteer base — something only social expertise can do.


engagement rate 
on Instagram
people reached organically in 2019
post engagements in 2019
content saves on Instagram in 2019

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