Communication theory: Ocean Drop
Contents
- Reflection on the course material
- Presentation for a general audience
- Presentation for a professional audience
Reflection on the course material
Brand creation is not simply a matter of aesthetics or marketing. At its core, it is a complex, multi-layered communication process aimed at generating meaning and building lasting relationships with the audience. Modern communication theory, from classical rhetorical models to the analysis of digital environments, provides designers not just tools but a holistic framework for crafting compelling visual messages.
This is based on the understanding of communication as an exchange of symbols (Griffin), where logo, color, and composition become verbal and nonverbal symbols requiring the deliberate encoding of brand values. Here, Robert Craig’s semiotic tradition of studying sign systems comes to the fore. The persuasiveness of a message is built on the Aristotelian triad of rhetoric: ethos (trust through quality), logos (logic through clarity), and pathos (emotion through visuals), where ignoring one element weakens the overall communication.
In Walter Fisher’s narrative paradigm, a strong brand is not a list of benefits, but a compelling narrative, where design becomes the visual language of a story, the criterion for success being narrative rationality. According to Marshall McLuhan’s media ecology, the communication channel itself shapes the message: social media design is governed by different laws than a corporate portal, and uses and gratifications theory (Blumer, McQuail) explains the need for obvious affordances (Norman)—perceived opportunities for action. Communities on social media are cultivated either through a shared connection or a shared identity, which requires aligning content design and communication tone with the chosen model.
The critical tradition of the Frankfurt School and Herbert Marcuse reminds us of the non-neutrality of design, which can reproduce stereotypes and create imaginary needs. This prompts the conscious designer to propose positive alternatives—the values of sustainability, inclusivity, and mindfulness, contributing to the development of a fully functioning society (Heath) through open dialogue. Communication theory thus transforms design from a craft into a strategic discipline. It provides not templates but powerful lenses—from semiotics to media ecology—that enable us to deconstruct perception, project meaning, and build communications that not only attract attention but create a sustainable brand world in the minds of audiences.
Presentation for a general audience
About Ocean Drop
Ocean Drop is a brand for those who value inner resonance and a sense of belonging to something greater. These aren’t just accessories, but a part of the powerful nature to which we all belong. It’s a connection to the infinite, both inward and outward, a reminder of what real life is. We make jewelry from ocean shells, because each shape is unique and aesthetically pleasing, helping to convey our worldview and values to our clients.
Main slogan: «the ocean is in you» Supporting slogan: «you are part of the world»
With these slogans, we use a narrative paradigm and create a storytelling about how you are part of this world, part of nature, and your character, your authentic aura, is so unique that only the diversity of the states and contents of the ocean can convey it.
Who are we for?
- «Travelers» (25-40 years old): people who are not tied to one place, free in their worldview, appreciate nature, and want to have a unique, memorable object.
- «Aesthetes» (18-35 years old): sensitive individuals who value being part of something important and unique for the purpose of self-expression.
Brand values
- Natural beauty and materials (we emphasize that you and your inner world are as unique as the ocean)
- Respect for nature (we don’t devastate the ocean, but rather seek out environmentally conscious designs)
All of this is expressed in our visuals, jewelry design, and communications. We use interpretive logic to frame messages and context. Here, we also embody Craig’s socio-psychological tradition, where each individual can express themselves socially.
Presentation for a professional audience (art directors)
Brand platform and positioning
Category: Mid-to-upper price segment
Positioning:
- semiotic (the language of signs), - sociocultural (practices and context), - critical (the ideology of consumption), - rhetorical and digital rhetoric (the persuasiveness of messages across different channels).
Design and Visual Identity
Key visual: Natural photographs, colors, and shapes convey feelings of tranquility, the globality of nature, uniqueness, and personal experience. The photographs are vibrant, and the product emphasizes naturalness. We also use muted colors to convey an atmosphere of intimacy and belonging.
Investment Appeal
1. Sustainable value through community. We sell more than just jewelry, but a sense of belonging and a unique story. This creates a strong emotional connection with customers, increasing their loyalty and reducing their dependence on price.
2. Scalability through loyalty monetization. We’re building not just a customer base, but a community. This opens up additional avenues for growth: exclusive events, collaborations (yoga, surfing), and product expansion in line with our philosophy.
3. Alignment with key trends. Our brand responds to demands for mindfulness, eco-friendliness (using natural materials), and authenticity, ensuring stable demand and a positive image.
User Experience
— The tactile experience creates a sense of belonging — Natural materials create a sense of connection with nature and something global — When a client sees similar jewelry on someone else, they understand that this is «their person»: they share a common mindset and vision. This is how we unite people and create a community around the project.
Promotion strategy
Audience communication channels:
Instagram (a social media platform banned in Russia). We plan to promote ourselves through short videos and collaborations with fashion and travel influencers. We also plan to use viral marketing and user-generated content.
YouTube: long-form videos to familiarize the audience with our values, product development, and image-building campaigns, as well as short videos for viral, engaging advertising and product reviews.
Newsletters with special offers, promotions, and invitations to exclusive community events and webinars
Our core PR strategy also includes collaborations with fashion bloggers, eco- and travel influencers, as their philosophies and lifestyles align with the values we promote, which will attract more key and loyal clients. To reach new audiences, we also plan to partner with yoga studios and surf camps—after all, these are the things that bring people together, offer freedom, a sense of belonging, and unlock the individuality of each client.
Engaging activities:
We focus on personalizing the experience and creating a sense of global connection. Therefore, we use user-generated content as our primary engagement strategy. We offer various tasks and reward users with a personalized loyalty program for photos or videos, as well as publish the best content from our audience. Our second engagement strategy focuses on personalized newsletters: we analyze user interests and make various offers, as well as engage them in our community and invite them to closed webinars with community experts, creating a sense of importance and specialness for the client.
Layers of Communication according to the Craig’s Traditions
Socio-Cultural Tradition:
We use communication to create our own cultural code. Slogans like «the ocean is in you» and «you are part of the world» aren’t just phrases, but social signs. Wearing shell jewelry signifies belonging to a subculture of «conscious» travelers and aesthetes. Collaborations with surf camps and yoga studios aren’t just advertising, but embedding the product in a specific practice where our values are already embedded. We create a ritual (buying not just an accessory, but a symbol of connection with nature) that will be replicated within the community.
Socio-psychological Tradition:
The focus here is on self-expression and social identification. Ocean Gate jewelry functions as a «social trigger,» allowing the wearer to express their authenticity and love of nature. The UGC (user-generated content) mechanics and the publication of the best photos directly satisfy the need for social approval. Closed webinars and the feeling of «being one of our own» when seeing the same jewelry on someone else create a micro-community where social interaction and identity confirmation occur through the product.
The Phenomenological Tradition:
All communications are built on a personal, subjective experience. We don’t sell a shell, but a tactile sensation («connection with nature»), a personal story («uniqueness, like the ocean»), and an intimate sense of belonging. Muted colors in the visuals and narrative YouTube videos about the creation process are tools for creating a personal dialogue with the brand. Personalized newsletters forego mass broadcasting in favor of understanding each customer’s personal experience.
The Critical Tradition:
Through this tradition, we challenge mass consumption. Our position is the antithesis of fast fashion. Our emphasis on sustainable sourcing is a critique of practices that devastate nature. The phrase «it’s not just an accessory» and the narrative of «part of the world» counter the ideology of status-driven consumption. We propose an alternative ideology: consuming less but more meaningfully, where value lies in story, connection, and community, not in a logo. This is our «critical» stance in communication.
Social Exchange Theory
Following Social Exchange Theory, we incorporate various mechanics to ensure that the material costs to the client are lower than the emotional return they receive. Our services provide a sense of approval, attention, and community, which meets the social needs of every person. We strive to be better than all other alternatives to ensure that the client maintains a sense of value for their investment.
How we arrived at this communication strategy
The communications strategy developed for the Ocean Drop brand is a comprehensive model based on the theoretical concepts of the course and aimed at building a deep connection with the target audience. Its key components can be structured as follows:
1. Key strategies and narrative: The strategy is based on a narrative paradigm. The brand’s core myth—"the ocean within you"—conveys the idea of the uniqueness of the human inner world and its inextricable connection with global nature.
2. The theoretical foundation of the Craig tradition in practice: — Sociocultural and socio-psychological traditions: the brand is positioned within a context of values, satisfying the target audience’s needs for identity expression. — Critical tradition: Through an emphasis on environmental friendliness and the uniqueness of natural materials, we promote responsible consumption, as opposed to the mass market. — Phenomenological tradition: Emphasis is placed on the client’s personal, sensory experience.
Theory is consistently translated into practical tools: — Visual and rhetorical communication — Channels and engagement
The entire strategy is built on ensuring that the emotional and social benefits for the client (a sense of uniqueness and belonging to a community) significantly outweigh the material costs.
Ocean Drop’s communications strategy demonstrates how theoretical models (Craig’s tradition, narrative approach, social exchange theory) can be systematically integrated to create a strong, value-driven brand. The strategy is aimed not simply at selling a product, but at building a loyal community through the creation of a shared meaning and a deep personal experience.
Materials from the HSE Communication Theory course.
Midjourney for image generation
