Crustacean Industry Welfare Hub
The Crustacean Industry Welfare Hub (CIWH) is an initiative launched by nonprofit Crustacean Compassion to help seafood companies improve welfare standards for decapod crustaceans in their supply chain. It was founded in 2022 after crustaceans were recognised as sentient in UK law, to equip businesses to meet increasing welfare expectations.
The client needed a distinctive brand identity for CIWH along with an inviting online hub that would pique interest, promote engagement, and provide information to a range of stakeholders. The main aims were to increase awareness of the group’s core message, that crustaceans should be treated with compassion and respect, and to unpack the science behind it.
We began by crafting a new and distinct brand identity for the CIWH. Alongside developing the name and tagline, we designed a memorable and playful logo inspired by a lobster motif. The brand aesthetic is clean but with rebellious elements, using a wave contour to break up hard lines, and splashes of orange to enliven a palette of shades from the shores.
There are two parts to the website – a main site which outlines the group’s purpose and introduces the impacted sectors, and an industry hub of gated content. There is no charge for joining, so visitors get free access to the area in exchange for providing their contact details. The online registration form is simple and user friendly, making for a frictionless signup process.
Once in, new joiners are greeted by a dynamic dashboard featuring a header that publicises upcoming events and a striking grid of menu items including industry news, the latest legislation, and links to research. This was designed to allow all stakeholders quick access to relevant information, no matter their sector.
The ‘resources’ section opens an expansive directory of materials which can be filtered by sector, species, and type simultaneously, enabling efficient searching. We included a ‘resource type’ filter to let the visitor choose how much information they want to see, ranging from a ‘quick look’ to a ‘specialist’ deep dive.
The website has succeeded in leading the evidence-based conversation around crustacean welfare, backed by science and underpinned by research. The client knows that it has built trust among stakeholders because they have seen fishers, processors, restaurateurs, and retailers alike registering their details to join that conversation.
See more of our websites for non-profit organisations.