Creating Collateral with Personality

DHS, United States Coast Guard, Living Marine Resources

Highlighting the USCG Mission to Protect our Ocean Food Chain

USCG Living Marine Resources (LMR) turned to Sage to create a visual brand and collateral demonstrating the important work the Coast Guard does for the $108 billion fishing industry.

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The U.S. Coast Guard is responsible for enforcing the laws that govern fishing practices, protection and restoration of our ocean, coastal, and the Great Lakes ecosystems and resources. Though protecting the U.S. ocean food chain and our $108 billion fishing industry is critical, this mission can be over-shadowed by other competing DHS priorities. USCG Living Marine Resources (LMR) turned to Sage to create collateral with personality to highlight their important work.


To creating a unified brand highlighting UGCG LMR’s mission to government stakeholders and members of Congress.

Our Process:

During our discovery meetings we were given access to all past collateral that LMR had created. Sage recognized that all of the imagery on the pieces featured boats and people of the Coast Guard, which became out-dated quickly. Our suggestion was to have the photography depict the actual species and locations that LMR was protecting -- resulting in collateral with a longer shelf life which would save money. We researched several of the Coast Guard’s large photography libraries to identify the appropriate images. The centerpiece of the rebranded campaign was an 18-page brochure. Sage worked with LMR to identify the content outline, set an appropriate tone, and ensure that the copy could be understood by laypersons. In addition to the brochure, Sage designed a stepped-insert pocket folder, a Fact Sheet Word document template and a PowerPoint presentation template.


Every deliverable exceeded the clients' requirements in terms of quality and professionalism. USCG LMR internal staff is able to the Word and PowerPoint templates to produce updated information as needed.

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