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CATEGORY
Multimedia
INDUSTRY
Fisheries
TYPEFACES
Raleway
Justus
DELIVERABLES
Promotional Documentary Film
KEYWORDS
Seafood
Sustainability
Community
COLLABORATORS
Kieren Gomez
Luis Rostro
Bryan Rude
OBJECTIVE
Tuna Harbor Dockside Market is the only open-air seafood retail market at seaport village, San Diego, California, where fishermen sell freshly caught seafood directly to consumers. People are unaware that California coasts are rich in seafood, and the local fishermen use sustainable fishing methods. The goal of this project is to promote the market, connect San Diego public to the commercial fishermen, and educate them locally caught sustainable seafood.
APPROACH
Several branding strategies were taken into action to promote the market, such as developing a new identity, logo, and branded applications. Above all, to reach a broad audience, a promotional film is produced where fishermen are conveying their stories in their own words. The film shooting conducted at the pier of the seaport village where the market is situated. The storyline is documentary-based and developed to connect fishermen with local people of San Diego. Raleway font is used for lower thirds in the film for its simple and elegant looks.
