Reef Betty

Keeping a marine aquarium is now more accessible than it has ever historically been, aided by technology and a strong community of hobbyists with a collective presence across digital media like YouTube. But strong, female presence in the hobby is lacking — a shame because in addition to benefitting from the science and tech-based aspects and serenity of the hobby, women bring an untapped revenue source to a $multi-billion industry. So I’ve been working on Reef Betty to help spark broader interest in starting and maintaining marine aquariums.

Beginning with a brand, I’ve been working to develop a platform aimed at connecting more women and girls to the hobby. Betty — a popular term used in the ‘80s as slang for pretty girls — was often used in surf and skate culture to refer to girls who’d hang around on the beach, and later the skate park. Reef Betty felt like a natural nod to the surf and skate “bettys” who broke through boundaries in those sports.

The goal is to build out a website, an app, and a robust social media presence to connect, inspire, inform and — ultimately — elevate the women currently breaking ground in the hobby, and motivate a diverse group of women and girls to get involved, share experiences, and help each other to learn and grow in the hobby.

Brand and Identity, UX Design, Entrepreneurialism