We began with a comprehensive Discovery phase to understand WHOI from the inside out. Through interviews with staff and external audiences, we explored the Institution’s reputation, how its work was perceived, and opportunities to strengthen its connection with the public. Market and competitor research, an audit of existing brand materials, and an examination of WHOI’s strategic goals helped establish a clear foundation for the brand’s future direction.

Building on those insights, Marquis developed a new logo and comprehensive visual identity that brings together WHOI’s heritage, mission, and aspirations. The logo’s outer forms represent the three parts of the Institution’s tagline, Our Ocean, Our Planet, Our Future. Within the mark, negative space creates the shape of a sail inspired by The Atlantic, WHOI’s original research vessel, a subtle connection between its history of exploration and its continuing mission.

We extended the identity through a responsive logo system, typography, colors, textures, photography guidelines, icons, and infographics. Comprehensive brand standards and an initial suite of branded materials gave WHOI’s internal teams a practical framework for applying the identity consistently across departments and communications.