STRATEGIC DESIGN / BRAND DEVELOPMENT
LEVERAGING INTERNATIONAL COLLABORATION TO CREATE RESILIENT CORAL REEFS
A collaborative network connecting global coral conservation efforts to accelerate preservation through strategic partnership and knowledge sharing.
Client
Dr. Ruth Gates and The Gates Coral Lab
Team
5 members working collaboratively
My Role
Research Team Member & Visual Identity Designer
Timeline
12 months
Project Highlights
FORMED 15+ PARTNERSHIPS
Championed partnership formation among peer institutions to lay the foundation for data sharing and collaboration for the Guild.
CONDUCTED 20+ RESEARCH SESSIONS
Conducted research with key environmental and NGO stakeholders, including leaders from NOAA and National Geographic.
DEVELOPED BRAND IDENTITY
Created a brand identity system for the Guild, Including logo, style guide, and website.
DEVELOPED GLOBAL MARKETING STRATEGY
Developed 12-month go-to-market plan for marketing the Guild, including digital, in person, and PR tactics.
THE CHALLENGE
Coral reefs—the planet's most biodiverse ecosystems—face an existential crisis. With 50% destroyed in three decades and 90% projected to be in danger by 2030, the need for coordinated action is urgent.
Our initial research revealed a critical systemic problem: despite numerous preservation efforts worldwide, these initiatives operate in isolation. This fragmentation creates: Duplicated research efforts; Missed opportunities for breakthrough solutions; Inefficient resource allocation and Limited knowledge transfer.
PROCESS
01 : RESEARCH
I contributed to comprehensive stakeholder research to understand collaboration barriers and opportunities:
24 in-depth interviews with marine biologists, environmental organizations, and government officials.
Ecosystem mapping of top 15 players in coral preservation.
Comparative analysis of successful collaborative networks in other scientific fields.
02 : PROBLEM AND INSIGHT FRAMING
Working with the Gates Coral Lab team, we synthesized research findings into actionable insights:
Identified four critical barriers to collaboration: siloed knowledge systems, communication gaps, data sharing challenges, and value translation barriers.
Developed a strategic framework connecting research insights to design opportunities.
Created a clear problem statement that guided our design challenge.
03 : STAKEHOLDER ENGAGEMENT
Our team facilitated collaborative design with a community of 15+ environmental NGOs:
Designed and led 3 co-creation workshops with diverse stakeholders.
Tested and refined network concepts through iterative feedback.
Validated problem statements and potential solutions with key stakeholders.
04 : SERVICE ECOSYSTEM DESIGN
Based on stakeholder insights, we developed a comprehensive service ecosystem:
Created detailed service blueprints mapping user journeys for different stakeholder types.
Designed digital platform architecture including research repository and collaboration tools.
Developed governance and incentive structures to promote sustainable collaboration.
05 : VISUAL IDENTITY DEVELOPMENT
I took primary responsibility for designing the Reef Guild visual identity:
Created a logo that visually represented the collaborative network concept.
Developed a color system reflecting marine ecosystems.
Designed a flexible identity system applicable across various touchpoints.
Ensured visual elements communicated effectively to diverse stakeholders.
06 : IMPLEMENTATION STRATEGY
Our team delivered a comprehensive implementation toolkit including:
Phased implementation roadmap with clear milestones.
Strategic communication assets including presentation deck and messaging frameworks.
Website design and information architecture.
Community engagement and network launch strategy.
KEY INSIGHTS
Our analysis revealed four critical barriers to collaboration:
01
Siloed Knowledge Systems
Everyone has their blinders on for their specific area. They are doing science for science's sake, not application sake."
02
Communication Gaps
The people in India don't know what's happening in Hawaii or vice versa."
03
Data Sharing Challenges
We need something like craigslist for data - or Wikipedia. Something intuitive and searchable."
04
Value Translation Barriers
We need to communicate the value of coral and draw the points of impact."
THE SOLUTION: SERVICE ECOSYSTEM
Based on our research and strategic design process, we created The Reef Guild: A collaborative network bringing together coral stakeholders to share research findings, funding, and strategies.
Digital Platform Architecture
Research repository with attribution tracking
Funding opportunity database
Expertise matching system
Impact visualization tools
Stakeholder Experience
Journeys
Researcher onboarding and contribution pathways
Funder engagement and project discovery flows
Public education and involvement opportunities
Governance & Incentive
Structures
Contribution recognition framework
Quality assurance protocols
Collaborative funding models
KEY DELIVERABLES
Our team created a comprehensive set of deliverables to support the Reef Guild initiative:
Strategic Communication
Tools
Pitch deck for stakeholder engagement and funding opportunities.
Key messaging framework tailored to different stakeholder groups.
Presentation templates for collaborative research sharing.
Brand Identity System
Complete visual identity including logo variations and usage guidelines.
Key messaging framework tailored to different stakeholder groups.
Presentation templates for collaborative research sharing.
Brand Identity System
Complete visual identity including logo variations and usage guidelines.
Color system inspired by marine ecosystems.
Typography and graphic element library.
Digital and print application examples.
MY UNIQUE CONTRIBUTION
While this was a collaborative project, I made several distinct contributions:
Visual Identity Development
I took primary responsibility for designing the Reef Guild logo and visual identity system, which:
Visually represented the collaborative network concept
Used a color system reflecting marine ecosystems
Created a flexible identity system applicable across various touchpoints
Communicated effectively to diverse stakeholders
Research Synthesis Support
I contributed to our team's qualitative analysis process, helping to:
Identify patterns across stakeholder needs
Translate complex findings into actionable insights
Create visual representations of research findings
IMPACT & OUTCOMES
While full implementation was paused following Dr. Ruth Gates' untimely passing, the project delivered significant value:
First comprehensive mapping of global coral preservation efforts.
Created shared language and goals across previously disconnected groups.
Provided actionable pathway to transform competitive dynamics into collaborative advantage.
Equipped The Gates Coral Lab with tools to continue building partnerships.
REFLECTION & STRATEGIC INSIGHTS
This project exemplifies how strategic research and service design can address complex global challenges. Key transferable insights include:
Research Depth Enables Strategic Innovation
By investing in comprehensive stakeholder research, we uncovered systemic patterns that wouldn't have been visible through more superficial analysis.
Systems Thinking Creates Sustainable Solutions
By mapping the entire ecosystem of stakeholders and incentives, we designed a system that works with existing motivations rather than against them.
Strategic Communication Bridges Knowledge Gaps
Translating complex scientific concepts into compelling strategic narratives tailored to different audiences proved crucial for building multi-stakeholder coalitions.
Unified Vision Drives Collective Action
Creating a platform for leaders to determine priorities and identify points of connection across stakeholders is essential for addressing complex global challenges.
Designed by Winnie • 2024