College - Author 1

College of Liberal Arts

Department - Author 1

Graphic Communication Department

Degree Name - Author 1

BS in Graphic Communication



Primary Advisor

Hocheol Yang, College of Liberal Arts, Graphic Communication Department


In recent years, the intersection of environmental consciousness and consumer behavior has catalyzed the emergence of innovative brands committed to sustainability. Among these is Jetty, a sun care brand that epitomizes the ethos of environmental stewardship while meeting the needs of outdoor enthusiasts, particularly surfers. By blending the principles of eco-friendliness with high-performance sun protection, Jetty not only addresses the immediate concerns of sun exposure but also aligns with broader initiatives aimed at coral reef conservation. This paper delves into the inception, development process, marketing strategies, and theoretical underpinnings of the Jetty project, while also reflecting on potential avenues for enhancement and future growth. Through an exploration of its multifaceted approach, Jetty serves as a compelling case study in sustainable branding and environmental activism within the consumer goods industry.

Jetty is described as "sun care for surfers, ocean approved." This sun care brand combines the water resistance and durability of athletic sunscreen with the environmentally conscious benefits of being coral reef safe with eco-friendly packaging. "The profits of this suncare brand will partially go to restoring coral reefs in oceans, a process that is direly needed in today’s environmental climate. According to a study by the International Union for Conservation of Nature (IUCN), coral reefs are facing unprecedented threats from climate change, pollution, and overfishing, with nearly 30% of reefs already severely damaged (IUCN, 2020). Surfers and other people in the ocean need to use products that do not harm coral reefs, as they are crucial to the welfare of the environment. According to the United Nations Environmental Programme, “Coral reefs are some of the most ecologically and economically valuable ecosystems on our planet. Covering less than 0.1 per cent of the world’s ocean, they support over 25 per cent of marine biodiversity and serve up to a billion people with a wide range of ecosystem services such as coastal protection, fisheries production, sources of medicine, recreational benefits, and tourism revenues” (Coral Reef Restoration: A guide to coral restoration method, 2021). However, products like this sun care brand are needed because reefs cannot afford any more damage. It is important to ensure future restoration of coral reefs because the consequences are grim if that does not happen. According to the National Oceanic and Atmospheric Administration, “The world has lost 30 to 50 percent of its coral reefs already. Without significant intervention, tropical reef ecosystems could face global extinction by the end of the century” (Restoring Coral Reefs, 2021). As active participants in what the ocean has to offer, it is the responsibility of surfers and those affiliated to help reverse the damage to our oceans. Therefore, using non-harmful products like this sunscreen that restore coral reefs through its sales is one step towards making that happen.

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Available for download on Wednesday, March 19, 2025