February 6, 2025 – SEATTLE, WA — Today the Wild Alaska Sole Association (WASA), the new association representing Alaska flatfish producers, revealed its new logo and website.  The announcement is the culmination of a year-long branding process which included consumer research in key global markets and development of a brand strategy for Wild Alaska Sole, which informed the development of the new brand identity.

The new WASA website, wildalaskasole.org, is designed to bring attention to Alaska flatfish as a category of fish unto itself, with unique attributes and benefits for both consumers and seafood buyers.  It includes information on Alaska flatfish species, sustainability, and the fishery, and also consumer recipes to encourage more purchase and use of Wild Alaska Sole. The new WASA logo invokes the flatfish shape and Wild Alaska Sole’s Alaska origin in a modern, distinctive design.

“The launch of our logo and website is a milestone in our branding efforts for Wild Alaska Sole,” said WASA Executive Director, Pat Shanahan. “When WASA was formed we were really starting from scratch,” she added.  We needed to do in-depth market analysis to better understand the global flatfish market and then baseline consumer research to learn more about general attitudes and acceptance of our fish. All of this information was important to developing our brand strategy and new look.”

Now that the logo and website are launched, WASA will begin work on a new consumer communications campaign and collaborating with customers on product promotions in key markets around the globe.  For more information and to view the new site visit www.wildalaskasole.org.

About the Wild Alaska Sole Association

The Wild Alaska Sole Association (WASA) is dedicated to the increasing the awareness, appreciation, and value of Alaska flatfish. Representing the largest flatfish fishery in the world and the second largest federally managed fishery in Alaska, WASA is working to promote Wild Alaska Sole in major seafood markets globally by educating both seafood buyers and consumers about the superior benefits of Wild Alaska Sole.  For more information, visit www.wildalaskasole.org.