Re-imagining the Cousteau Society for a New Generation

A project completed for the SVA Masters in Branding program

Today, the mission of the Cousteau Society is more important than ever. The Cousteau Society, founded by pioneering marine filmmaker and conservationist Jacques Cousteau, is dedicated to the discovery and preservation of the earth's oceans.

Sadly, the Cousteau Society has faded from popular culture. Today, most young people are unaware of the Cousteau Society and it's mission. We recommend this strategy in order to connect new generations.

First, Simplify

Cousteau and his crew aboard the famed Calypso were cultural icons.  From the 1950’s to the 1980’s, Jacques Cousteau was a household name. With over 120 films to his credit, Cousteau taught us the wonders and fragility of the earth's oceans. Distill Cousteau's visual legacy to the most cherished, iconic and instantly recognizable.

Next, refine

Refresh the visual identity elements for the digital age. The new generation lives online and on their mobile devices. Ensure the Cousteau identity will stand out everywhere the eyes of your new audience may gleen, from the smallest thumbnail to the largest festival stage. 

Emphasize Shared Values

The Cousteau Society,  Millenials, and Gen Z have much in common. A study commissioned by the Clinton Global Initiative and Microsoft found 76% of Millenials (those of those born after 1980) are focused on the environment. 75% believe humans are responsible for global warming. Furthermore, sustainability is a top priority for both Millenials and Gen Z (those born in the mid 1990s). Both Millenials and Gen Z can embrace Cousteau's mission to discover, love, and protect our oceans.

Bring the Cousteau Society's Mission to Life

Showcase the Cousteau Experience with today's technology. Huge advances have been made since Jacques Cousteau first began pioneering underwater filmmaking . Today, 360-degree digital cameras, Virtual Reality and Augmented Reality can immerse a new generation in the Cousteau Experience. Furthermore, Cousteau's 50 years of archives can be showcased on every available digital channel.

Give a voice to the new generation. Create an online platform to unite and empower a community of #COUSTEAUDIANS, a grassroots global network of volunteer iReporters. Video essays can be hosted on Cousteau.org and shared on all Cousteau Society social  media channels to encourage awareness, engagement, and discussion of environmental issues around the world.

Build a tribe. Leverage Cousteau's 50 years of pioneering marine conservation heritage to join forces with individuals, media, businesses, and other organizations that share the Cousteau Society's goals and values. There is strength in numbers.

Teach the children well. Partner with science and ocean-themed children's programming to create life-long  fans and conservationists.

 Take the show on the road to outdoor music festivals, schools and universities, or anywhere young people gather. Bring the wonders of Cousteau to live experiences.

Jacques Cousteau's message is now more important than ever. There is hope for our planet if a new generation embraces Cousteau's mission to discover, love and protect our oceans. 

Team: Jolene Huang, Hilal Ozkaya, Fredrik Henttonen, Julia Makhalova, Nick Ito