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An evocative and captivating visual identity designed to promote the worlds largest coral restoration program.

AMV BBDO selected weareseventeen to technically conceive and creatively develop a compelling visual identity for SHEBA’s new global outdoor, social and online campaign.

At the heart of the identity is an organic growing typeface designed to accurately portray the coral restoration that is now happening in reefs around the world thanks to the initiative.

We proposed an ambitious and fully procedural growth system for the typeface, with each character having its own unique coral composition. Delivering an extensive motion kit has enabled AMV and their partners around the world to create their own bespoke campaign content that feels consistent whatever the region with additional aspects like times of day and density of marine life being infinitely adaptable depending on the message.