In 1999, the Monterey Bay Aquarium launched Seafood Watch in response to depleting fish stocks and habitat destruction on the West Coast of the United States. The initiative was positioned as a consumer-awareness campaign and featured a wallet-sized pocket guide listing the best fish to purchase at markets and restaurants. Several supporting informational pieces were developed, creating a brand experience stressing ease of usability and understanding. We modeled the design program after consumer retailers such as The Gap (product focused, positive, people-friendly). The strategy was to attract and recruit mainstream audiences – offering them an opportunity to make a simple, informed choice when purchasing seafood.

Developing the Seafood Watch program was an opportunity to redefine what a contemporary conservation brand could achieve. What began as a local consumer-awareness campaign has grown to include partnerships with major institutions and businesses across the U.S.

The overwhelming success of the program is changing the way individuals, corporations and government agencies understand and interact with ocean environments. In an unprecedented policy shift, the Target Corporation—one of the largest retailers in the United States—has announced the elimination of all farmed salmon products from its stores.

The Seafood Watch Pocket Guide design was featured in The New York Times Magazine Best 100 Ideas issue, has been featured on several national media outlets and is endorsed by renowned chefs and national retailers. More than 36 million Pocket Guides have been distributed nationwide since 1999. Updated regional pocket guides are now available on the Aquarium’s site.

Design lessons from the Seafood Watch Program:

• Simple is difficult. The tone and delivery of information is a critical component to the success or failure of a branding initiative. When speaking to a broad audience, edit down to the core message. Clarity promotes confidence and empowers the reader to make informed choices.

• Green as a “category” has been too narrowly focused. Invention and inspiration take a back seat to eco-styling and sameness positioning, a strategy that limits designers’ goals. Emerging sustainable initiatives have an opportunity to impact broader, mainstream audiences. Labels alienate, while empowerment and success lie in transparency and commitment.