Ocean Regeneration Aotearoa

Crafting a bold brand for pioneering ocean conservation

Decades of overfishing, habitat loss and warming seas have left Aotearoa’s coastal ecosystems in urgent need of restoration. Ocean Regeneration Aotearoa (ORA) exists to change that, not as a single project or campaign, but as a catalytic engine for whole-system change. ORA uses blended capital from philanthropy, government, industry and private investment to initiate, fund and scale ventures that restore biodiversity while creating new economic opportunity.

Rather than treating environmental degradation as a single problem, ORA tackles interconnected challenges in concert. Across the Hauraki Gulf and beyond, pilot ventures are regenerating kelp forests, supporting shellfish and crayfish populations, developing regenerative seaweed industries and exploring innovative financial models to sustain growth at scale. To have real impact, ORA needed a brand that could speak with authority across a wide range of audiences, from government partners and scientific advisors to coastal communities and future innovators.

Continuing our successful collaboration, SuperNatural partnered with Semper Semper to create an impactful brand that bucked the sector’s usual recessive visual language. Together we pushed ORA’s boundaries and guided them into braver creative waters.

From the outset, it was clear that ORA’s identity needed to break away from the familiar visual language of NGOs and conservation organisations. We crafted a wordmark with weight and presence, designed to sit comfortably in front of government ministers and TikTok audiences alike. Anchored in bright Venture Blue and deep Kelp Green, the identity balances action with expertise. Contemporary typography gives the brand a confident voice, whilst underwater photography opens a window to their world, building empathy. A final layer of isolated 3D species imagery supports education and deeper engagement.

The result is a brand that projects the urgency and possibility of ORA’s mission—bold, purposeful, positioned as a force to back and definitely hard to ignore.

Services
Visual Identity
Art Direction
Website Design
Website Build

Team
Dylan Galletly, Client Lead and Creative Producer
Sam Ashby, Design and Art Direction
Ben Fraser, Web Development
Hamish Palmer, Motion Design

An ORA t-shirt sits crumpled amongst scuba diving equipment on a boat
An underwater seaweed and coral scene is emblazoned with the text 'Reviving the lifeforce of our ocean's ecosystems'
A scuba diver wears an air tank with ORA stickers applied
A boat captain pilots his vessel wearing a blue ORA t-shirt with a kelp emblem on the back

The wordmark stands with a wide, confident stance, giving it weight and authority, contrasted with its rounded forms referencing liquidity, motion and momentum

A diver ascends underwater amongst waving kelp.

As a supporting graphic for key projects, animated symbols were developed for kelp, scallops and reefs.

Modern digital posters display various designs in a darkened transit hub.

Building empathy for the wonders and reality of our underwater worlds is achieved most effectively through vivid photography and video.

A green flag emblazoned with the ORA logo flutters in the breeze.

Education is a core aspect of ORA’s advocacy work. 3D renderings of key species allows ORA to isolate the subject in order to educate and inform clearly.

The ORA website homepage is displayed on an iPad, against a backdrop of seaweed

The website acts as an investor centre for government, industry, private investment and philanthropy, designed to communicate credibility.

An ORA website page is displayed on a laptop on the metal floor of the diving boat
Divers prepare to enter the water from the side of their boat.
ORA's primary colour Venture Blue sits as a swatch against an ocean background.
ORA's primary colour Kelp Green sits as a swatch against a kelp background.
ORA's secondary colour palette displayed as rows of colour and their written values.

The colour palette employs both natural ocean tones and brighter artificial tones to contrast against.

A graphical display of the brand's primary font APK Galeria.

APK Galeria is used as the brand’s primary typeface, presenting a modern character, it blends a neutral sans serif with a stylised scientific edge to give the identity a future-forward look.

The identity’s graphic expression is built around the idea of multi-layered communication. Advocacy, funding, ventures, community, science and the ocean all need to be communicated to different audiences. A layered visual framework allows us to stack messages in an engaging and dynamic way

A conference screen displays layered ORA graphics.
ORA's annual report book sits in a storage area on the diving boat.
A double page spread view of ORA's annual report open on the boat.
An ORA branded blue dry bag with oversized logo.
An ORA branded wetsuit, branded in Venture Blue and Kelp Green.
A rear view of a staffer wearing a branded green t-shirt, talking into a radio at sea.

With the oceans in desperate need of help, ORA are now equipped with a brand to drive their bold vision, on land and at sea.

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