Seafood Watch, an initiative of Monterey Bay Aquarium, is the leading authority on sustainable seafood. Trusted by consumers, chefs, and businesses worldwide, the program provides guidance on making ocean-friendly seafood choices.
Problem
While brand trust and awareness were high, Seafood Watch’s website and tools were difficult to navigate, leaving consumers uncertain about how to act on sustainability information. Leadership needed clear, consumer-focused design concepts to showcase how Seafood Watch could modernize its digital experience.
Audience
• Consumers seeking sustainable seafood guidance
• Chefs and restaurants making menu decisions
• Shoppers navigating grocery and dining options
