Brand Strategy &Vision

Establishing the marketing foundation – voice, positioning, and visual direction

MY ROLE

Led strategy development; authored brand guidelines; aligned leadership.

The Challenge

Raw Seafoods had grown as a supplier-first business with no formal marketing foundation. The brand lacked a consistent voice, visual language, and clear articulation of its value to both buyers and end consumers. My first priority was to build that foundation.

I conducted a landscape audit of direct and adjacent competitors, interviewed internal stakeholders to surface authentic brand truths, and synthesized findings into a positioning framework. The resulting brand guidelines covered logo usage, color, typography, tone of voice, and photography direction.