BRINGING BYCATCH HOME
Since Yelloweye Rockfish are especially prone to falling victim to bycatch, they were the most suitable mascot to unify my project.
Growing up in a small Alaskan coastal town, I’ve seen firsthand how overfishing and bycatch waste damage both ecosystems and communities. My capstone project addresses the issue of unintentional Yelloweye Rockfish harvest: a prized species that dies from pressure changes when caught and can’t legally be sold. Most fishermen toss the carcasses overboard rather than deal with the hassle of distribution. However, one fisherman in my town gives thousands of pounds of bycatch away at great personal cost, but struggles because no one knows when he arrives at port. My solution is a real-time notification app and filet kit, making it easier for anyone to connect, collect, and consume this underused resource.
Music: Precinct 41 Major Crime Unit by Sea Power
Through community surveys, expert interviews, and self-ethnography, I refined the visual tone of 'Bye, Catch!' to be both approachable and informative. With such a broad project scope, it was crucial to address the specific needs of my audience. Astoundingly, 100% of survey respondents (and Homer locals) stated they would eat more Rockfish if given the chance, yet most lacked confidence in preparing a whole fish. To solve this, I developed a real-time notification app and a beginner-friendly filet kit. These tools make bycatch accessible to all, promoting sustainable fishing and reducing food waste by distributing fish the moment it’s available.
COLLECT
CLEAN
COOK
CONSUME
I studied how bycatch moves through my community, including who collects it, how they hear about it, and how they prepare it. I found several barriers, such as communication relying on word of mouth, fishermen being unable to process large amounts of rockfish on their own, and a lack of awareness among those who could benefit most. My mission became to simplify and streamline the distribution process to encourage more commercial fishermen to participate.
Rockfish bycatch arrives in a large plastic container like these, filled to the brim. Right now, captains struggle to distribute the fish to the community before it spoils, simply because no one knows when it arrives.
Concentrated Focus Groups
Early Round Idea Revision
It was important to build a clean, cohesive visual identity that let the illustrations and information take center stage without unnecessary embellishment or texture. This led to a simple color palette and bold, sans-serif visual style, making the topic of bycatch more modern and approachable for all audiences. The bright orange of the rockfish stands out against the cool blues of Kachemak Bay, creating a strong and memorable visual contrast. The final wordmark and pictorial logo were designed to be simple, scalable, and versatile enough to work across a wide range of branding applications.
EYE ON THE PRIZE
Bright in color and instantly memorable, rockfish's distinctive yellow eye represents both a reminder to stay watchful of our fishing practices and a promise to keep an eye out for fresh catch arriving at the Homer harbor. It's a bold, iconic symbol that appears consistently across all branding materials.
The 'Bye, Catch!' branding takes a difficult and often gloomy topic and makes it approachable, not just for fishermen, but also for families interested in the free catch it helps provide. My focus was on engaging the audience in a larger conversation without lecturing or overwhelming them with statistics, creating an experience that feels inviting, not intimidating. Bold lines, bright colors, and a friendly illustrative tone is essential to achieve the tone of voice required.
Initial sketches established tone and colors, but required additional refinement and simplification.
The three fish mascots act as the friendly messengers of the project, delivering information in a fun and digestible way. Attaching a 'face' to the brand also aids in recognition and establishing a tone of voice.
ITERATION, ITERATION, ITERATION
After attending a workshop led by Oregon designer Aaron Draplin, I learned the value of never deleting your work. Instead, I focus on growing and evolving through each stage of the design process. I call these messy spaces my "workshop" files, where I push the boundaries of what makes a strong illustration before refining the final version.
One of the biggest barriers I wanted to address was making bycatch accessible to community members who have no experience with fish preparation and no connections to the harbor. I also aimed to make it easier for fishermen to distribute bycatch without the usual hassle. No more digging through coolers. This all-in-one filet kit includes everything needed to donate bycatch: simply open the cooler bag, have the captain drop in the catch, and you are on your way to a repurposed, healthy meal that would otherwise be wasted. No experience required!
Before starting the design process, I created sketches outlining the key elements the finished project might include. This helped ensure I addressed all the needs identified by my audience without making the experience too complicated or too simple.
As the project expands, I hope to include more fish species under the 'Bye, Catch!' brand, since rockfish are not the only ones affected by bycatch and irresponsible fishing. The distribution system should cover anything that can be saved.
Another key part of this project was creating a simple, easy-to-use app that instantly notifies the community whenever bycatch is available for distribution. The 'Bye, Catch!' app exists to say "bye" to catch as its given away! This addresses a major challenge in the community by providing repurposed food and promoting more sustainable fishing. It was important to make the app accessible to all ages, from experienced fishing captains to young families in need.
Icon designs matched the bold, mono-weight style of my other brand illustrations.
I created a simple traffic light system to indicate bycatch availability. Located in the bottom navigation bar on every page of the app, it lets users instantly see whether catch is available, unavailable, or if their opportunity is about to expire. Within two seconds of opening the app, information is transferred effectively and efficiently.
DIGITAL SIMULATION
Check out the app mockup for yourself here. This is a visual prototype and does not include all the features or animations of the final app, but it provides a clear idea of the overall goal and how it will be used.
For my capstone presentation at the OSU Portland Convention Center, I wanted to give the audience a better sense of the scale of waste caused by Yelloweye Rockfish being thrown overboard. Drawing on my decade of experience in fine art and sculpture, I created and hand-painted a life-size faux-taxidermy Yelloweye Rockfish from porcelain.
The topic of bycatch should not begin and end at a convention table. I wanted to create a range of items that viewers could engage with and take home, so the message can keep swimming far beyond the capstone presentation.
Drawing on my years of experience in the merchandise and souvenir industry, I was able to design and create realistic Rockfish Jibbitz (croc charms). Now viewers can carry a little reminder of the Alaskan sea with every step they take.
Instead of mass-producing pins and magnets, I chose to handcraft each one from porcelain. Every piece is unique, reflecting how the benefits of bycatch are personal and meaningful to each family that receives it.
As the culmination of my graphic design studies, the 'Bye, Catch!' project will be showcased at the OSU Portland Center as a comprehensive and engaging visual display, highlighting my work and presenting it to industry professionals.
If you're seeking a full-time designer committed to creating lasting, meaningful impact, someone who embraces deep research and thoughtful iteration, you’re in the right place. I’d love to discuss this project further or explore other opportunities. Feel free to reach out at viannesarber@gmail.com or through my contact form!