Yu Seafood is an elegant Chinese Japanese fusion restuarant located in Richmond Hill, Ontario.

ABOUT
Yu Seafood has been committed to serving the best for their guest. Yu Seafood curates fresh seafood from around the world to ensure the best quality for their guests; King Crab from Norway, to Lobster from Nova Scotia, and even Blue Fin Tuna from Japan. Yu Seafood follows tradition with their own unique twist on Dim Sum and Seafood.

Just like how Yu Seafood uses traditional methods with a unique twist with their food, they do the same with the marketing. From using social platforms like Instagram and Facebook to reach their target market; to using third-party apps to bring delievery to their guests.

WHY?
In this day in age the average Canadian spends 3 hours on their phones alone. Instagram has been nominated one of the Top Social Platforms for Engagement by Forbes. Read the whole article here. Being able to not only reach local users along with, the global aspect of engagement. Instagram has a 60% engagement compared to its counterpart Facebook which has only 18%.

Mobile functionality is one of the most important things to take into considerations when it comes to on-the-go marketing. Having the ability for users to be hooked on the content, where Instagram's lovable "Infinite Scroll" can come into full effect.

渔膳房 (Yú shàn fáng) translate to the word Fishery. Yu Seafood is always looking for ways to improve. Whether it's by reading comments on Yelp, or learning more about each individual's guests' experiences. They're more than just a seafood restaurant, since 2015.

EXCLUSIVE! Pt.1! Have a peek into  #YuSeafood #YuSeafoodToronto  Music: http://www.bensound.com

A post shared by Yu Seafood (@yuseafoodtoronto) on Aug 11, 2017 at 1:00pm PDT

Thank you @thetorontostar @karonliu and @amjstarsnaps for the beautiful video of our head dim sum chef Fung!  You can check out the full video http://bit.ly/2zMifmJ #YuSeafood #YuSeafoodToronto

A post shared by Yu Seafood (@yuseafoodtoronto) on Nov 24, 2017 at 12:44pm PST

My Role

I was the graphic designer, ux designer, and Public Relations for Yu Seafood. My role was more than just filming, shooting and editing the content; it was also to come up with the ideas and research associated to the target market and overall branding of Yu Seafood. Along with making a connection with Yu Seafood's target market and having a strong social voice. There's always more to see behind the screen. Working in-house you learn to take on may different roles from; being an Information Technician, to a Web Developer, back to a Graphic Designer, even a Public Relationships.

Challenges

As a young designer it was a great oppurtunity to have full control of how to express my creative, through Yu Seafood. However, it is just as much a blessing as it is a curse. With no mentor or someone to point me into the right direction I had to take it upon myself to do what I thought was right. Based off of the research I continue to do everyday; there is always more to learn and see.

Differentiating Yu Seafood from every other restaurant account in Toronto, can be tough with all the competition out there. Having their own unique personality on social media. Finding a balance between high-end and casual; knowing that there is a difference between the Eastern culture and Western culture and being able to deliever to both.

Controling the amount of repetitive content. Yet still having the same amount of character along with, branding Yu Seafood is known for. Instagram is known for repetition, whether it's from reposting or downright copying other accounts.

Mission Statement

One of the GTA’s elegant Chinese Japanese cuisine, since 2015. Yu Seafood has been committed to serving the best for our guest, we’re always looking for ways to improve. Yu Seafood follows tradition with our own unique twist for Dim Sum and Seafood. We’re more than just a seafood restaurant.

Solution

The solution is to create a multi-media creative content, that will be able to reach the total target market.

Design Deliverables
When I was first brought on to the Yu Seafood team, our main focus was finding the right social media outlook. Of course, Instagram, Yelp and Facebook were the main focus. We did venture into Snapchat and Twitter, and found small engagement through those applications. As we grew Instagram developed as well, currently our main focus is through Instagram and Yelp.

With the current target market being millennials, the most obvious way to appeal to them would be using technology. Going back to Forbes article of Instagram having an engagement of 60%, it made Instagram the obvious choice in ditigal marketing.

Creating things along the way like an e-commerce website was just another way to communicate with the target market.