How do you motivate people to visit the New England Aquarium? You create a campaign that reflects the true experience and brings the exhibits to life with a stunning lifelike visual approach. In short, you WOW them.

Inspired by visitor’s authentic reactions to the New England Aquarium’s unique marine life, we created a stunning typographic series that brought to life the emotions of the word WOW. Those three letters, crafted from coral, anemone, seaweed, rocks, moss, and, of course, the animals themselves, became both the message and the visuals expression. Breaking from reality, these letters came alive with excitement and wonder to become an ownable and distinct typographical design that embedded itself in the minds of local residents and tourists in New England.