A ‘passion project’ branding UK’s first World Surfing Reserve

North Devon has become the first UK location to be designated a World Surfing Reserve (WSR). Awarded by international nonprofit Save The Waves Coalition, WSR status will support the protection and preservation of the coastal area and put North Devon surfing on a global stage. But with many existing initiatives active in the area, from Surfers Against Sewage to the North Devon Biosphere, North Devon World Surfing Reserve needed a distinctive identity to stand apart locally, as well as among the 11 other iconic WSRs, from Malibu to Australia’s Gold Coast.

We worked closely with the community-led organisation to distil its purpose – to preserve the waves and make them accessible now and in the future – informing the strapline ‘Waves for all forever’. We also developed The Contour – a striking visual element that runs through the identity. Reflecting the unique bathymetry and coastline of North Devon, it also suggests water, waves, harmony and fluidity, and is the brand signifier across all comms.

The ethos of North Devon World Surfing Reserve aligns closely with our Agency’s cultural pillars of environmental stewardship, wellbeing, inclusivity and community. And a lot of the team members who worked on the project are actively involved in our environmental workstream, the Green team.

Ben Hewitt from North Devon World Surfing Reserve said: “It was important that we worked with an Agency which was a cultural fit. Bray Leino really understood what we’re trying to achieve and developed a sustainable brand which is right for the project now and into the future.”

CEO Kate Cox says: “Our North Devon location has played a big part in our Agency’s history and present day identity. It’s what attracts a lot of our talent and gives us a unique perspective amongst other global Agencies. The surf and coastline mean a lot to us – inspiring our ideas and and our own lifestyles. Many of us are surfers, kayakers, paddle boarders, cold water swimmers and regular visitors to the beaches and coastal paths, so working with North Devon World Surfing Reserve has been a real passion project for all of us.”

The new brand ID will appear on global comms from Save The Waves coalition, along with local and national messaging.

To learn more about how Bray Leino can support and develop your brand, contact Austen Donnellan, Business Development Director.