An overarching identity for a collective of local volunteer groups along the North East coast, with scope for expansion nationwide. Keeping the focus on building community cohesion and tackling local issues, such as littering.

Shorefront aims to preserve our coastline by building local pride through projects, events and education. The identity was inspired by the maritime flag ‘sierra’ and used to place the community at the centre of the brand. The logomark is further used as a framing vessel to carry the wider brand.

Using two contrasting typefaces to enhance and distinguish brand messaging. Good Pro when talking about the brand, activism and local issues. Alpina when discussing people, places and feelings.

A strong and youthful colour palette to elevate the perception of volunteering. Caring about the places we live and love doesn’t have to feel (or look) uncool. Gone is the local authority aesthetic of a yellow high-vis. A contrast of natural coastal tones and a passionate palette will also help the brand to stand out amongst the seaside shop fronts and current wayfinding.

Shorefront has a tone of voice that ‘Speaks like your mam does’. A concern that comes from a place of love.

We’re not here to lecture and tell people what to do, we speak as a voice of reason and encouragement. We don’t sit around talking we go out and have real-world action. Language is welcoming, warm but with a serious undertone. A tough love.

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