Brand Identity / Marketing Plan / Environmental Graphics

Cape Cod’s Chamber of Commerce is investing in the region’s water-based economy. Their work is part of a larger, global movement to support and strengthen “blue economies.”

 
A fishing boat docks at a pier. A dozen other fishing boats are floating in the distance.

From oyster farmers in Wellfleet to ocean researchers at the Woods Hole Oceanographic Institution, the Chamber is working to raise awareness and expand opportunities for water-based jobs, industries and education.

A large scientific research vessel is docked next to a pier with buildings on it at the Woods Hole Oceanographic Institution.
A blue x-shaped logo sits inside a ring of text that reads, "Water as our way of life, Expedition Blue."

We created a brand-identity system, communication standards and marketing plan—and applied the identity to waypoints located throughout Cape Cod.

The expedition blue logomark is a x-shaped stencil with the words "Expedition Blue" underneath it.

Expedition Blue’s logomark references the letter “X” and represents the intersection of economy and environment. Its proportions and shape, inspired by nautical flags, are designed to enable it to function as a frame or window for viewing the blue economy. 

Close-up view of a sign that has the x-shaped logo cut out of it and a caption underneath that reads, "Sandwich Marina: A Mariner's Haven." The sign faces the marina.
Three branded posters are hung on a wood shed building on a pier. They include the Expedition Blue logomark. One says Bourne and has the town's zip code. All three have subtle background patterns that show the bathymetry of the water around Cape Cod.

The graphic system is bold, fresh and “of the water.” It integrates colors, typefaces, contour lines and zip codes from the Cape Cod region.

A bright blue poster has the bathymetry of Cape Cod in the background and the town name Bourne and its zip code in the center. The expedition blue logo and website are in the corners.
A dark blue poster features the Expedition Blue logo in the middle with a ring of text around it that reads, "Water as our way of life, Expedition Blue." A subtle background shows the bathymetry of Cape Cod.
A close up of a pier piling includes a copper top that has turned into a bright blue-green color. The color is the bright color used in the brand system.

We built tools and tactics around the experience framework that started with building awareness and interest and ultimately leads to building ocean stewardship.

Close up view of a flag with the expedition blue logo on it in front of a shingle-sided building.
An illustration shows a table under a tent with water bottles and stickers spread out on it. All of the elements are branded with the expedition blue logo and colors.
Close up view of a flag on a pole with a banner adjacent to it that includes the Expedition Blue logomark. The iconic Provincetown tower is in the distance.
Branded merchandise includes t-shirts, a baseball cap, tote bag, water bottles, bandana and stickers—all featuring the expedition blue logomark and colors.
Four smart phones show screen captures of the expedition blue website, Facebook page, instagram page and linked in page. They're all branded with the logo and colors.

CambridgeSeven led the design of waypoints that are located throughout Cape Cod to reveal the blue economy. We worked with them to integrate the graphic system.

A sign with the logo cut out and caption beneath it looks over a seascape. The title of the caption reads Chatam's ever-changing seascape.
A tall blue post with a white stripe at the top has an interpretive sign attached to it that has the logo cutout and a caption below. The sign sits next to a trail that leads to a beach.
A large square frame is open at the top and filled with a shingle wall across the bottom half. An interpretive sign is attached to the frame on one side and a large expedition blue logo sign sits on top of the shingle wall on the right-hand side. The

35 waypoints stretch across 100 square miles and 11 villages throughout the Cape and Islands.

A minimal blue map of Cape Cod highlights the locations of the waypoint signs including Buzzards Bay, Bourne, Sandwich, Brewster, Chatham, South Yarmouth, Hyannis, Falmouth, Woods Hole, Vineyard Haven and Nantucket.

The logomark is used as a frame to reveal examples of the blue economy. A caption accompanies them—and further information can be found via the QR code on each panel.

Close-up view of a sign that has the x-shaped logo cut out of it and a caption underneath that reads, "Sandwich Marina: A Mariner's Haven." The sign faces the marina.
A zoomed in view of the cut-out logo gives you a sense of what it feels like to look through the frame sign. The foreground sign is blurry and a crisp view of a marina and boats beyond is highlighted.
A close up of an interpretive sign with a cut-out logo looks onto a beach with a lifeguard structure, sand and grasses. The title of the caption on the sign reads Oyster Pond: Farming and Fun.
A large structure composed of a blue frame with some side filled with wood panels creates a semi-enclosed space. One person stands inside the structure, looking out through an interpretive sign's cut-out logo. Another person stands outside the struct
A cube-shaped structure with a blue frame includes a sign on part of the frame that reads Expedition Blue and a small interpretive sign attached to the frame. Sand and small trees and bushes surround the structure.

Special thanks to the dedicated and passionate partners who helped bring this project to life and especially to CambridgeSeven for inviting us to be a part of this special project.

Award Recognition

Society for Experiential Graphic Design (SEGD)

Global Design Awards: Finalist

National Association for Interpretation

Interpretive Media Award, Outdoor Exhibits: 3rd Place

Project Team

Client Team
Leslie-Ann McGee, Cape Cod Chamber of Commerce
Bert Jackson, Cape Cod Chamber of Commerce
Chris Adams, Cape Cod Chamber of Commerce
Chris Muskopf, CambridgeSeven

Waypoint Team (led by CambridgeSeven)
Chris Muskopf, CambridgeSeven
Alana Barnes, CambridgeSeven
Scott Bishop, Bishop Land Design
Duncan McElroy, Fire Tower
Allan McNab, Mystic Scenic Studios

Photography
Michael Chung
CambridgeSeven

sparks+sullivan Role
Brand Identity System + Toolkit
Marketing Plan
Environmental Graphics

Did we miss a detail or shout out? Email us
and let us know! hello@sparkssullivan.com

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