The execution of this project began with rigorous pre-planning and a comprehensive photoshoot designed to capture the authentic texture of the prodcuts sold at Pike Place Market. I led the photo retouching and graphic content creation to build a versatile asset library for diverse marketing channels. This library fueled a series of high-conversion email campaigns and physical posters that reinforced the brand's nationwide overnight shipping capabilities. Beyond digital assets, I worked on the UX/UI of the website to streamline the online ordering process for King salmon and smoked delicacies. In the physical space, I developed the branding concept for a custom backsplash mural for the shop, integrating the brand's legacy into the very architecture of the market stall. Every design choice was calculated to unify the heritage of a 1917 institution with the demands of a modern, vertically integrated seafood company.
The primary challenge of this residency was maintaining the grit and authenticity of a historic fish market while delivering the clean, high-performance interface required for an e-commerce platform. We had to ensure that the branding felt as natural on a Seattle street corner as it did in the inbox of a customer in New York. Managing the transition from raw, on-site photography to polished, retouched marketing assets required a precise balance of art direction and technical execution. We navigated the logistical needs of a high-volume retail environment while simultaneously pushing out a complete digital redesign on a demanding agency timeline.
At the end of the day, this project was about creating the visual infrastructure for a landmark brand to thrive in a digital-first economy. By combining traditional Art Direction with modern UX/UI and environmental design, we successfully translated the energy of Pike Place into a scalable brand identity.
City Fish Co. now operates with a unified visual language that respects its 100-year history while aggressively pursuing the future of nationwide seafood distribution.
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(2016-25©)
