Strategic Marketing

Nova Scotia Seafood

To tackle the unique challenges of working in international markets, Nova Scotia Seafood needed a strategic brand expansion to support all of their marketing efforts from digital ads to in person trade missions.

ABOUT NS SEAFOOD

With $2.4 billion in exports in 2024, the seafood sector is a key economic driver for the province of Nova Scotia.

Nova Scotia Seafood accounts for 35% of Canada’s shellfish exports, and has strong market penetration in the US, Europe and Indo-Pacific countries. The Government of Nova Scotia is focused on supporting the seafood industry as NS companies strengthen trade relationships and develop new markets.

THE CHALLENGE

Nova Scotia Seafood came to us with a well established brand on the cusp of its 10th anniversary. Their logo was working for them but their supporting assets had become outdated.

While Nova Scotia Seafood had a solid identity, working in international markets brings unique challenges that require the brand to evolve and expand. Each new market presented its own set of expectations in terms of flavour profiles, visual style, and species characteristics.

OUR APPROACH

We began by refining the brand’s messaging to emphasize its strongest assets—premium quality, traceability, and a deep connection to the clean, cold waters of Nova Scotia. These values were central to the existing brand and translated well across markets with an interest in sustainably sourced, high-end seafood. We then expanded the visual identity with a beautiful new photo and video suite along with a fresh way to integrate the logo.

A cornerstone of this effort was a brand video that told the story of the journey from ocean to table, showcasing the people, processes, and pristine environment behind the products.

THE RESULTS

The video launched at Seafood Expo North America 2025 in Boston, MA where it was celebrated by industry and government.

Nova Scotia Seafood social media channels had lots of authentic delicious content.

International tradeshow marketers had stunning imagery, updated fact sheets and a beautifully told brand story that gave the buyers the info they needed.

The client group felt just as good about the process as the outcome of the work.

WHAT MADE IT WORK

The WaterWerks team brought a fresh perspective and a lot of expertise specific to the seafood industry.

We introduced a new way to dress up and show off the brand icon identifying the coordinates of 45° north 63° west. This sense of place is so important to Nova Scotians. It connects all the key messaging and allowed us an interesting way to highlight elements of our photography.

Our team’s knowledge of digital advertising meant we had a home for every shot. Making it easy to develop high value content that supports the brand story across all mediums.

Photography

We collaborated with the NS Seafood marketing team and local industry to ensure we authentically captured the legacy and future of their seafood industry.