Marine Stewardship Council


To create ideas, concepts and designs for the MSC yearly campaign that appears at gastronomical facilities around Germany, Switzerland and Austria. The campaign aimed to raise awareness about MSC´s sustainable fisheries and the blue labelling of fish and seafood with a reach for both external and internal target groups.


We created a communication campaign to raise awareness about sustainable fishing through giving “sustainability” a new tone of voice. Green-washing and guilt-tripping were yesterday, we simply wanted to speak plainly and honestly, so better to say it “in Black and White”. Through a low cost concept we decided to create the magazine “Schwarz auf Weiß” that could easily be distributed directly at the canteens. Also posters, postcards and give-a-ways were designed and spread around at several hundred locations.


Communication Concept
Editorial Design
Graphic Design