When SalmoBreed turned 25, we let the pioneers shine on screen

We developed the concept, anniversary branding, and content for SalmoBreed’s 25th-anniversary celebration.

Work: Concept, idea, script, editing, graphic design, logo, animation, project management, digital visibility, social media

We celebrated SalmoBreed’s 25th anniversary by letting the pioneers tell the story themselves through an anniversary film, LinkedIn profiles, and a visual identity designed to evoke personal memories from the desk.

Screenshot from the intro to the SalmoBreed anniversary film

The assignment

SalmoBreed, the predecessor to Benchmark Genetics, will celebrate its 25th anniversary in 2026. They wanted to mark the occasion, but not with a press release. The celebration was intended to build trust and credibility, and remind customers of SalmoBreed’s role in the development of Norwegian salmon breeding, without coming across as self-congratulatory.

It called for an approach that could tell the story of 25 years of industry history in an honest and heartfelt way, and that could support both a private film premiere at the HavExpo aquaculture trade show and a full year of social media content

Image showing the launch poster for the LinkedIn video celebrating SalmoBreed's 25th anniversary

The idea

We chose to let the people who actually made history tell the story themselves. The pioneers who were there when SalmoBreed broke the monopoly on salmon genetics in Norway in 2001 have vivid memories, honest opinions, and a passion for sharing their stories, and they are all well-known and respected representatives of the industry.

We found the visual expression in the scrapbook format. Personal mementos from the desk—clippings, photos, notes, and graphs—collected as a scrapbook from a long career. The form mirrors the content in that the aesthetic begins analog and gradually modernizes as the narrative unfolds, so that the expression itself journeys from egg collection in Norgesglass jars in the 1970s to today’s genomic selection and high technology.

The six interviewees were edited together into a ten-minute feature film that premiered at an anniversary event during the HavExpo aquaculture trade show.

From the same interview footage, we edited a series of LinkedIn profiles, featuring one pioneer per post. The LinkedIn videos used the same visual style and tone as the main film.

For the campaign, we developed the concept, logo, email signature, banners, and a cohesive visual style.

Watch the finished film here.