The Project

Design of a poster for the launch of the UN Decade of Ocean science (2021-2030), to not only create greater support for ocean science, but also to help inspire a new generation of scientists. The project was organised by The Ocean Agency in Washington D.C.

The Objective

The poster’s objective is to help people discover that ocean science has so much to offer, and can enable adventures just as thrilling, if not more so, than space. There is a need to challenge people’s perceptions of what ocean science is, and can be, to help the subject become one of excitement and intrigue that offers infinite opportunities for all involved.

The ocean is at a tipping point due to the combined impacts of climate change, pollution and overfishing. It is vital that we create support for ocean science as it is needed, to better understand the ocean crisis, as well as find ways to ensure the ocean can continue to retain its ability to sustain life on the planet.

The Challenge

Popular culture tends to make people look at the stars rather than our own planet when it comes to science. Conversations about sustainability and the environment are even moving into outer space, as mining for profit and space debris start to take centre stage.

But this leaves sciences here on Earth with a serious image problem. Ocean science in particular is hugely affected. The image problem has resulted in a chronic lack of support and funding for ocean science for decades - it has been completely overshadowed by space science. This, in spite of the fact, that ocean science offers opportunities as abundant as space science.

With the opportunity to not only go to places never previously reached by another human, but also to directly affect the future of life on our planet. The start of the UN Decade of Ocean Science (2021- 2030) is the perfect opportunity to change the image of Ocean Science both in the here and now, and the future.

The Audience

A key target audience should be young socially aware adults around the world embarking on their higher-level education journey, deciding what subjects and career paths they want to pursue (roughly ages 17-21).

By appealing to this highly discerning audience, we can also generate appeal from other audiences such as government decision makers and philanthropists, influenced by the interest of young adults.

The audience may know hardly anything about ocean science or the crisis facing the ocean – but like almost all of us, they will have a natural interest in the ocean.

The Design & Art Direction

The poster features a hand-drawn illustration with three elements:

A baby turtle drawn from Ingrid’s own photography collection, and racing towards the sea
A diver mirroring the baby turtle and showing inspirational ocean science in action
A sea wave drawn in a retro illustrative style taking inspiration from Art Nouveau for its celebration of the natural world

The heart of the wave is left empty communicating the key message:

Support ocean science – it’s still the greatest adventure on planet Earth.

It leaves it to the viewer’s imagination to reckon all the treasures the sea holds inside. As they are not visible on its surface, far from the eyes, hidden underneath, you need to ‘dive in’ to discover them. This is when ocean science plays such an important role.

The poster ends with key messages about the role of ocean science:

• It’s exploring the source of life on our planet (the ocean)

• Using cutting edge technology

• Uncovering solutions that could save the world