Branding | Publication | Illustration | Web | Social Media

SUSTAINABLE SEAFOOD WEEK

An Event Guide for Hong Kong residents that goes beyond the event — a lasting manual to a sustainable lifestyle.

Sustainable Seafood Week is an event hosted by WWF HK (World Wide Fund Hong Kong) to address the overfishing issue in Hong Kong and encourage Hong Kong residents to embrace sustainable seafood consumption habits.

My task was to promote the event by designing a cohesive and visually appealing event guide (physical print and digital version) plus a seafood selection infographic, along with a marketing strategy (including website and social media post designs), aimed at attracting more Hong Kong residents to participate and also to educate and guide attendees on choosing sustainable seafood in the future.

2018 Sustainable Seafood Week Staffs

Educate the public on sustainable dietary habits and lifestyles through Sustainable Seafood Week.

Task

Promote Sustainable Seafood Week to more attendees.

Guide attendees with a thorough and clear experience of the Sustainable Seafood Week event.

Make educational content accessible to attendees even after the event.

Goal

Design a cohesive and visually engaging event identity, accompanied with a clear and informative brochure.

Solution

Hong Kong residents who are seafood lovers and/or who care about their environment.

Target Audience

Logo Concept

The double 'S' represents the initials of 'Sustainable Seafood' while forming two lively swimming fishes. Together, they “consistently” create a heart shape in the negative space, symbolizing the nonprofit organization's mission.

Illustrations

The illustration style is inspired by “鱼拓 (YuTuo)”. This traditional Chinese monotype technique involves imprinting the image of a fish onto paper using ink or paint. Ancient fishermen utilized this method to record their catches, as it offered accuracy in depicting size and texture.