National Coastwatch Institution

The National Coastwatch Institution is a UK registered charity working with HM Coastguard to keep watch along our coastlines. Working with the head of Digital Marketing & Fundraising, I created a branding system for their online retail site - a simple logo, used exclusively on merchandise and separate from their main charity logo, framing the charity's name in Morse code for "NCI" and alongside a radio as nods to the watchkeepers' history of coastal signalling.

Alongside the core branding, I created SPOT the Watchkeeper - a dalmatian mascot in NCI's own hi-vis uniform - to give the charity a friendly face for social media and family merchandise, backed by a wider library of coastal illustrations across wildlife, watersports and nautical details. Together, this lets NCI's merchandise appeal to different audiences, from considered and maritime to playful and character-led, while staying one connected brand.