The Marketing Board needed a brand, logo, supporting creatives, branded merchandise and a trade show booth to support the generic marketing campaign for PEI lobster.
The objective was to establish the brand locally first and then push to markets outside of Prince Edward Island with the goal of increasing demand for premium Prince Edward Island lobster.
Market research was undertaken to better understand the product and identify the unique selling points of the brand. With stakeholder consultation and research, a full brand identity, architecture and strategy were created. A multi-channel marketing strategy was developed which included a mix of promotions, partnership building and market intelligence-gathering activities.
I created a new logo design and all brand identity elements. I worked with a talented photography associate, and provided art direction support for several photoshoots to develop several hundred images to support the brand. I designed all collateral materials such as letterhead, newsletters, business cards, PPT templates, infographics, activity sheets, videos, ads for print, and trade show booth materials. I also designed branded merchandise, including t-shirts, hats, aprons, cutting boards, travel mugs, bottle openers and licence plates. I designed the consumer-focused website, and my colleagues developed a social media strategy and implemented social media channels to support the brand.
When the new brand was unveiled, the Marketing Board was positioned to partner with processors and distributors to push the brand outside of the province.
The Lobster Fishers of Prince Edward Island Marketing Board is a commodity board that represents the over 1200 independent lobster harvesters across the province. Prince Edward Island is Canada’s Food Island and lobster is a key product harvested in the province.
When we were first approached by the Marketing Board, the Board did not have a brand developed and requested help to promote Prince Edward Island Lobster.
