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Independent creative company AGIT8 has revealed the true face of marine conservation non-profit Sea Shepherd Conservation Society in a provocative activation campaign immortalising its founder Paul Watson (also a co-founder of the Greenpeace Foundation).

Sea Shepherd France’s logo - depicting a skull above a crossed trident and shepherd’s crook to symbolise protection of the oceans - has been updated to feature Paul’s actual skull, placing the charismatic leader back at the heart of his organisation following clashes between internal factions.

The redesign arises from their struggles over the NGO’s vision for the fight for marine conservation. Though Paul himself established Sea Shepherd Conservation Society in 1977 to take direct action for the cause, fellow directors of the global chapter had begun to divert from his founding principle of ‘aggressive non-violence’ and instead redirect efforts towards lobbying. In 2022, the divide ultimately saw Paul ousted from the organisation he himself had created. Having joined forces with Paul, the France and Brazil chapters now faced a complex challenge: how to distinguish Paul’s Sea Shepherd from the other?

AGIT8 addresses the internal crisis through public-facing design and communication. Exploiting the brand’s strongest asset - its logo - the creative company integrated a CT scan of Paul’s own skull into the iconic image, marking a distinction between Paul’s Sea Shepherd and that of its other directors. The new emblem is more than just a logo: it’s a symbol of resilience, a beacon of hope, and a testament to the undying spirit of Paul Watson.

The new logo galvanised immense support for Paul, pivotal in his recent legal triumph over the rival faction. This, in turn, has resulted in his reinstatement as the true face of Sea Shepherd.

Baptiste Clinet, ECD at AGIT8 Paris, comments, “What we all loved with this idea is how simple and immediate it is. We literally put Paul Watson back at the heart of his NGO. But this subtle update to the logo changes everything for the future of Sea Shepherd.”