CHALLENGE: In the aftermath of the Deepwater Horizon oil spill, when 4.9 million barrels of oil were discharged into the Gulf of Mexico, the marketing board that oversaw the distribution of Louisiana’s seafood was forced to address growing concerns over the safety of Louisiana-sourced seafood.


SOLUTION: Restore consumer trust in the state’s most valuable export with a rebrand that emphasizes the beauty and benefits of fresh seafood.  

To do so, a new visual language was created that highlighted the idea of “get fresh with us” — including new logo identity, principal photography, and visual design. The launch campaign included print and digital ads, website, marketing materials, and trade show booths.