SeaChoice Website and Logo Refresh


SeaChoice is a partnership between the David Suzuki Foundation, Ecology Action Centre and Living Oceans Society. SeaChoice is an established seafood sustainability initiative that recently underwent a strategic transition and switched its focus from working with seafood retailers to transforming the entire seafood supply chain in Canada.

Backyard Creative was engaged at this critical point to redesign and reprogram the SeaChoice website, using their existing brand, to reflect a new look and feel and navigational structure. After an in-depth, collaborative discovery session and research into their strategic shift, we reorganized the sitemap and simplified site sections and names, to keep navigation streamlined from section to section. We focused on reflecting the colours and beauty of our oceans and their inhabitants throughout the site. Images were particularly important in this project, to reinforce the need to preserve our seafood supply. We used hero images of species in all main and mini-landing pages. Given the serious nature of the content, images were also incorporated to bring site users into the content on each page and give context to the narrative story.

We designed the website’s WordPress template to have modular components, so even inside pages can be easily created and edited with visual boxes linking different sections and content within the site.

We also provided website content strategy direction and editing support. Early on in the process, we delivered a new tagline to reflect the initiative’s new direction and create excitement around their work: Leading the sea change for seafood sustainability in Canada. We also helped SeaChoice to tell their new organizational story and position their work within Canada’s seafood sustainability movement in an engaging way, to keep readers well informed and interested in the content.

The scope of work included creating a new interactive tool for a pilot project to engage retailers at a deep level around their sustainable seafood commitments. This section required complex technical and visual solutions, to present categories of information and comparison rankings in engaging ways and to generate both at-a-glance data overviews and more in-depth information profiles. The end result is a robust and user-friendly section that is easy to manage on the back end, and that can expand to share details about the seafood sustainability commitments of various retailers.

This six-month engagement posed considerable technical, design and project management challenges for both SeaChoice and our team, and we came together and worked collaboratively to make the project a success. In the project wrap-up meeting, our client communicated that at the beginning, they weren’t sure how the project would go, but took a leap of faith in our processes, and our in-depth discovery phase set the project up for smooth execution in subsequent phases. Our client had a positive experience with us, and the whole project exceeded their expectations.

Project Management & Copy editing: Madelen Ortega // Interactive Strategy & Development: Carla Ullrich // Design: Lisa Hemingway

SeaChoice Website