Only upon winning the Trident social business did we learn it lacked a brand guidelines. And to that end: a brand. One-on-one, I’d be happy to show you the 120-page social playbook we created. About 40 of them provided thorough creative guidance and a psychological portrait of Nat – the character I embody every time I write social copy. Here she is at a glance:

She’s a seasoned captain, so she doesn’t take bullshit. She finds deep meaning in her profession, so she speaks of it reverently. And she thinks more people should get to know the commercial fishing way of life, so she’s giving this social media thing a shot.