Challenge

The Government of Thailand, required a new campaign website to showcase their efforts so far in fighting Illegal, Unreported, and Unregulated (IUU) Fishing as well as violations of human rights in the fishery industry. The new website would have to reflect:

  1. The latest news about their efforts
  2. A comprehensive overview of their campaign
  3. The Human Story of the liberated slaves

Strategy

Targeting the international community, the website is entirely written in English. We prepared the interface to be adaptable to various screen sizes (responsive design) and developed a bespoke WordPress content management system where the client can update content.

Design

Sticking to the colours of the Thai flag – Red White and Blue – and also that of the CCCIF (the agency in charge of the operations), we started with a rebrand of the campaign, creating a logo that could set the tone for the rest of the materials. With the campaign logo signed off by the client, we then based the design off of the provided contents. There was a lot of reportage imagery available so we capitalized on that by using large image blocks to support text throughout the site.

There was strong focus on typography on the website: we wanted it to be big and positive. After all, it’s meant to be a channel for conveying good news in the fight against a terrible reality.

Lessons Learned

Some interesting challenges arose in the process of designing and developing the website. Color symbolisms and picture interpretations can be dramatically different between eastern and western cultures. In the end you simply need to keep an open mind, listen and iterate the solution until (eventually) all parties – including the user – are satisfied.

Doorm

How do we target two separate audiences with one website?

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