Historically, the California Coastal Commission viewed their Whale Tail license plates as a retail assignment, and simply tried to sell the plate as a vanity accessory for cars. We turned this thinking around on its head: the $50 price tag was really a donation toward protecting our coast, and our culture. As Californians, it’s our relationship to the coast and the ocean that helps define us. The ocean is, in a very real sense, in our soul. Visually, we took silhouettes of people and filled them with images that might be evocative of their own fond memories of the ocean.
