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Client
Sustainable Blue Economy Partnership/ JPI Oceans
Role in project
Brand & visual designer
Services
Brand expansion
Illustration
Print & event
Digital templates
Year
2023
About this project

Turning a minimal brand framework into a complete visual ecosystem.

The Sustainable Blue Economy Partnership (SBEP) is a Horizon Europe co-funded partnership bringing together over 74 institutions from 30 countries and the European Commission, pooling research and innovation investments to drive a sustainable blue economy across Europe's sea basins. JPI Oceans leads the communications, outreach and dissemination work package, and as that workload grew, the existing brand guidelines, focused mainly on logo usage and colours, were no longer enough to cover the full range of materials the partnership needed to communicate at scale.

The Challenge

SBEP had a brand identity in place, but it was limited in scope. There were no templates, no illustration style, no event assets, and no guidance for digital documents. Every new material had to be built from scratch, leading to inconsistency across partner communications. The task was to expand what existed into a system that could actually be used across print, screen, and large-format events.

The Approach

Rather than replacing the existing brand, the work built on top of it, extending the visual language into new territories while keeping everything coherent with the established identity. A custom illustration style was developed to give the brand a distinctive visual voice, and a full set of templates was created so partners could produce on-brand materials independently.

What was delivered
The work covered the full range of a working brand system, from reusable templates for day-to-day communications to large-format materials for public events. Every asset was built to extend the existing brand identity, not replace it, filling the gaps that the original guidelines left open.
How it looks in practice
Each deliverable was designed to be immediately usable: by the communications team producing content week to week, and by partners across the network presenting or reporting independently. The illustration style gave the brand a visual voice it didn't have before, rooted in the maritime themes at the core of SBEP's identity.
The outcome
The deliverables served two distinct audiences. Internally, the SBEP communications team used the social media templates, illustrations, and brochures for ongoing content and outreach. Externally, partners across the network relied on the Word and PowerPoint templates to produce their own deliverables and represent SBEP at conferences, ensuring visual consistency far beyond what the original guidelines could support. A dedicated set of large-format materials was also produced for a live SBEP symposium, putting the expanded brand on stage for the first time.

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