Fishsubsidy.org

Fishsubsidy.org exists to expose ‘Who gets what?’ from the Common Fisheries Policy, tracking where public subsidies go and putting that data in the public domain. The brief was as challenging as the subject matter: create an identity with almost no budget that still commands attention.

The identity is a leaping fish with a spine made from euros. Gutted and open with a distressed look, it suggests the plight of our depleted fish stocks. But it’s also jaunty, humorous and warm, because the issues are hard enough without the brand making them harder.

As founder Jack Thurston puts it: “The fact that the identity is both friendly and functional is a very good thing. It has humour which makes people smile. Your work allows us to cut through and punch above our weight.”

What we did

We created a new brand identity for Fishsubsidy.org, a not-for-profit organisation that tracks and exposes public subsidies under the Common Fisheries Policy. Working with almost no budget, we designed an identity that commands attention: a leaping fish with a spine made from euros — gutted and open, with a distressed look that speaks to the plight of depleted fish stocks, yet also jaunty and warm enough to make the serious subject approachable. The result helps the organisation cut through and punch well above its weight.