Client
Heartland Catfish Company
Year
2018 - 2021
Heartland Catfish Company is a U.S. seafood brand known for its quality products, family values, and connection to American aquaculture. Beyond its anniversary storytelling, the brand needed a range of consumer-facing assets to strengthen its presence across retail, digital, print, and advertising channels.
My work focused on helping Heartland Catfish show up more consistently across key touchpoints, from its website and product packaging to recipe content and city-specific advertising.
Scope of Work
Deliverables
Anniversary Logo, Brand Video, Campaign Visuals
Tools Used
The Challenge
Heartland Catfish needed creative that could work across very different consumer environments: retail shelves, recipe inspiration, digital ads, audio advertising, and the company website.
The challenge was to keep the brand feeling cohesive while tailoring each asset to its format, audience, and purpose. The work needed to feel approachable, family-friendly, and useful for consumers while still supporting product visibility and market growth.
This is the content for video 1
Execution
I refreshed the Heartland Catfish website to improve visual appeal, usability, and brand storytelling. The updates helped create a more polished digital presence and made it easier for customers to explore products, recipes, and company information.
I also designed a printed recipe booklet featuring alternative cooking methods and food photography, giving consumers more ways to engage with the product. For retail, I created packaging for frozen catfish fillets and nuggets, helping the products feel clear, recognizable, and shelf-ready.
To support broader campaign efforts, I developed custom Pandora ad creative tailored to six city markets and aimed at busy families, extending the brand story across targeted digital audio channels.
Key Contributions
Refreshed the website to improve user experience, visual appeal, and brand storytelling.
Designed retail packaging for frozen catfish fillets and nuggets.
Created a printed recipe booklet featuring alternative cooking methods and food photography.
Developed custom Pandora ad creative tailored to six city markets.
Helped build a more cohesive consumer brand presence across digital, print, retail, and advertising touchpoints.
Results
The work helped Heartland Catfish strengthen its visibility across retail and digital channels. The packaging supported the brand’s presence in select retailers, including Walmart, while the website, recipe booklet, and city-specific ad creative gave the company stronger tools for consumer engagement.
Together, the project helped Heartland Catfish communicate its products with more consistency, approachability, and polish across key consumer touchpoints.
