FISH Branding

Project Overview

FISH, Foundation of Innovating Sustainable Habitats, is a fictional ocean conservation and awareness brand that I created as part of a logo driven branding project. The project began with a single prompt, design a logo based on one word, and my assigned word was fish. I expanded that starting point into a fully realized conservation focused identity centered on marine life protection and sustainability.

FISH is positioned as a mix of nonprofit and awareness based organization with a primary focus on highlighting endangered ocean species. The brand is intended to speak directly to coastal communities, using a serious and grounded tone to emphasize the urgency of ocean conservation.

My Approach

I approached FISH with a focus on clarity, symbolism, and restraint. Because the topic carries real world weight, I intentionally kept the visual identity clean and minimal, avoiding anything overly playful or decorative. My goal was to create a mark that felt immediate, recognizable, and meaningful.

I designed the logo in Adobe Illustrator, developing a symbol of a fish wrapped in a life preserver. This visual metaphor represents both vulnerability and protection, reinforcing the idea that marine ecosystems require active intervention to survive. I paired the symbol with a restrained color palette of light blue, dark blue, orange, and white to reflect the ocean environment while maintaining strong contrast and legibility.

Brand Direction

The identity system emphasizes simplicity and seriousness. I designed FISH to feel local and community focused rather than global or corporate, allowing the brand to resonate with people who are directly impacted by ocean health. The minimal aesthetic supports clear communication and ensures the message remains the focal point rather than the visuals themselves.

Key Features

I created a clean and minimal conservation focused brand identity
I designed a symbolic logo representing protection of marine life
I developed a color system rooted in ocean related tones
I built the logo and visual system entirely in Adobe Illustrator
I translated a single word prompt into a complete brand concept