Sixty South Sustainable Salmon Brand Launch
I led the project as Brand Strategy Lead for the premium positioning and launch of a new brand of sustainably farmed, Chilean salmon from the southernmost point in the world. While farmed salmon has gain negative association, Chilean salmon’s reputation in the industry has been even worse. Sixty South (a portfolio client of Bain Capital) had to be launched to avoid these stigma through the development of new premium brand that celebrates its waters of origin as a point of differentiation and sustainability excellence.
I led the brand identity development from strategy (purpose, positioning, story) through to collaborating with design teams to develop brand name, logo, and identity guidelines.
Key deliverables include:
Brand Naming ○ Brand Positioning, Personality, Story ○ Manifesto ○ Identity Creative Director ○ B2B Launch Strategy & Campaign ○ Website Design Direction, Content Development & Copywriting
- Project Roles
- Content Strategist, Copywriter, Strategist, Writer
- Sixty South
- Brand Strategy, Copywriting, Creative Strategy, Marketing Strategy, New Business, Packaging Design, Storyboarding, Strategy, Visual Development
- Brand Guidelines, Brand Identity, Branded Content, Branding, Corporate Slogans, Infographics, Logos, Microsites, Naming, Packaging, Pitch Decks, Presentations, Storyboards, Taglines, Websites, Wireframes
- Project Industries
- Packaged Goods, Startups