Accenture Song Germany

Accenture Song is Accenture’s creative digital agency. It brings together expertise from a wide range of fields to support brands and organisations in the development of outstanding digital experiences. Accenture Song teamed up with the WWF to create GhostNetZero, an AI-supported multi-user platform for the recovery of ghost fishing nets in the oceans. The platform is a success due to its highly innovative AI technology, but also for its engaging, accessible and interactive design.

Interview with Eva Borges, Lorenz Ritter, Alisa Sawchuk, Leonie Chilla, Pascal Constanty and Kai Krutzke

Red Dot: What were your initial thoughts on the GhostNetZero (GN0) brand design?

GhostNetZero combines technological precision with marine protection. Inspired by the colour hues of real sonar images, we created a colourful palette that visually emphasises the use of state-of-the-art technology and gives the platform a playful and accessible look and feel.

GN0 is a multiplayer tool. To what extent is this reflected in the brand and logo design?

The modular logo features a clear, geometric design that is reminiscent of gaming. The same idea is continued on the website. Users can dive into the global map and follow real-time statistics on when and where ghost nets have been found and recovered – an experience that makes collaboration and progress immediately visible.

What role did the gamification aspect play?

A central role. Complex environmental issues and technology should be designed to be accessible, motivating and interactive. Elements such as diving into the world map, seeing real-time updates and visually representing the recovered nets are all gaming “mechanics” that fire up the spirit of discovery. This approach ensures that observers can also be active participants in the common goal of detecting and recovering ghost nets.

GN0 also intends to reach a broad audience. How did you incorporate that aim into your work?

It was clear from the outset that the platform needed to appeal to a broad audience of experts, political decision-makers and the general public. Thus, we designed it in a format that permits the presentation of complex data in an easy-to-understand and visually captivating way. At the same time, GhostNetZero is engineered to make content easily shareable with people who aren’t divers, but who can contribute to the mission by sharing and spreading the word.