■ In-house Creative Leadership: Food & Beverage
Santa Monica Seafood: Bringing Focus to Every Division
Creating distinct visual identities for each division, and the team structure to support them
ROLE
Creative Director, MARKETING
TIMELINE
5 YEARS +
Brand Strategy • Team Leadership • Campaign Execution • Packaging • Product Photography • Video Production • E-Commerce • Social Media • B2B/B2C Marketing • Budget Management
The Problem
Santa Monica Seafood operated as multiple divisions under one brand (foodservice, grocery, retail, and e-commerce), each serving distinct audiences, but the marketing and creative approach treated them as a single, general audience. There were no division-specific brand guidelines, so visual assets weren’t tailored to how each audience actually engaged with the brand, creating a disconnect between the brand’s reach and its effectiveness in speaking to each customer segment.
Before/After
BEFORE
AFTER
My Approach
Developed individual brand guides for each division and built out visual assets tailored to each audience’s specific needs and behaviors, giving each division a clear, distinct creative direction while keeping them connected under one brand.
Where it showed up
A single system, built to hold together across packaging, POS, and sales materials.
