The New York Aquarium needed a campaign that could promote multiple exhibits while still feeling like one cohesive brand.

Rather than rely on traditional aquarium imagery, we created a bold visual system where sharks, jellyfish, schools of fish and other sea life became part of the typography itself—swimming through it, breaking out of it and bringing each message to life.

 

The campaign extended across OOH, transit, print and animated films, giving each exhibit its own personality while maintaining a consistent, recognizable look.

 

The result was a campaign that made the Aquarium feel less like an institution and more like a strange, funny and beautiful world waiting to be discovered in Brooklyn.