Safe Catch
Art direction · Campaign design · Digital storytelling
Bringing an ocean commitment to life
Safe Catch is a seafood brand with a focus on sustainability. For Earth Day, the team introduced its partnership with rePurpose Global and Plastic Neutral certification. My challenge was to make that commitment feel clear, relevant, and connected to the products people knew.
I developed the visual direction across web, email, and social, bringing ocean imagery, product photography, and illustration into one connected story. I worked with marketing leadership on the message and with QA on content accuracy, giving the campaign both a welcoming voice and a careful foundation.
My role — Campaign visual direction · Web & email design · Illustration · Content collaboration
12,457
Email recipients
8.04%
Email click-through rate
35,104
Social post reach
$3,055.48
Reported email revenue
From campaign reporting. Email open rate: 20.54%. Social post engagements: 2,671.
Campaign approach · Web
One story across four channels
Ocean imagery, product photography, and the certification mark gave the campaign a common visual thread. I wanted the environmental commitment to feel connected to the products people brought into their everyday lives.
The landing page gave the announcement a home. I designed the page and its illustrations, combining original and stock photography. The VP of Marketing partnered on copy, and the QA team reviewed the content for accuracy.
Email · Design, build & distribution
Bring the announcement to the community
I designed, built, and sent the Earth Day email in Drip to more than 12,000 subscribers. It carried the same ocean-focused imagery and message as the landing page, with a clear invitation to explore the partnership.
A simple hierarchy kept the announcement easy to scan and the next step easy to find.
Social
Make the commitment visible
Lifestyle imagery and the certification mark brought the story into social, alongside content that connected with the community. Campaign reporting recorded a reach of 35,104 and 2,671 engagements.
Digital publication
Extend the partnership story
A partner-authored feature in Sustainable Brands gave the partnership more room to unfold, placing it within a wider conversation about plastic neutrality in consumer goods.
My role
Campaign visual direction & design
Landing-page design & illustration
Email design, build & distribution
Content collaboration
Key stakeholders
VP of Marketing · CEO · Co-founder
QA team: content review
Channels
Web · Email · Social
Digital publication
Broader brand work
Art direction & photography
Beyond the Earth Day campaign, I led art direction, photography, and brand design across food, lifestyle, and digital communications, helping the brand feel connected wherever people encountered it.
