The Seattle Aquarium was at a turning point: a revitalized waterfront, a stunning new Ocean Pavilion on the way, and a fresh website in the works. But their brand identity had evolved a bit like a tide pool—organically and inconsistently. We worked with stakeholders and partner designers to create a cohesive, vibrant identity, along with guidelines packed with real-world examples so everyone—from internal teams to outside vendors—can keep the brand consistent across spaces, screens, and seas.