Case Study

Global Aquaculture Alliance

Web Site with Searchable Database • Infographics

Global Aquaculture Alliance Website Redesign

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Steve Hedlund
Communications Manager, Global Aquaculture Alliance

The Global Aquaculture Alliance is a first-class organization, but its web presence didn’t reflect its stature in the aquaculture space. Emily Brackett and her team at Visible Logic transformed two text-heavy, cluttered websites into two visually pleasing, organized, easy-to-navigate websites for GAA and its Best Aquaculture Practices (BAP) division. The highlight of the new BAP website are search-and-sort and map functionalities for the database of 700-plus BAP-certified facilities, making it simple for users, particular retailers and foodservice operators, to quickly find what they’re looking for. I highly recommend Emily and her team for their ability to think strategically and objectively with the website user in mind, and to work under an aggressive deadline.


About our client

The Global Aquaculture Alliance is an international, non-profit organization committed to feeding the world through responsible, sustainable aquaculture. Representing hundreds of individuals, associations and businesses associated with aquaculture and seafood around the world, GAA works to improve practices and increase output across the entire aquaculture production chain. Their Best Aquaculture Practices (BAP) facility certification standards are rigorous and include: environmental responsibility, social welfare, animal health and food safety.

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The Challenge

The GAA maintained three web sites, one focused on the umbrella aquaculture industry organization that highlighted their leadership and advocacy roles, a second web site about Best Aquaculture Practices (BAP) certification and a third intended for consumer education. All three sites were built on out-dated platforms and needed extensive improvements to bring the up to current day web design standards.

The GAA site was packed with dense copy, but lacked clear overall messaging and needed a design upgrade to better organize the content, to highlight their mission and to make the site more visually appealling. The audience for the GAA site varies including all types of individuals and businesses in the aquaculture field.

The BAP site has a more academic and focused goal: sharing information on certification steps, educating about certification levels and helping buyers find seafood from certified facilities. This website needed to encourage more facilities to become certified and to allow marketplace seafood buyers a quick and accurate certified facilities search tool.


The Solution

Both sites now reflect the distinction and global importance of the organization and its Best Aquaculture Practices commitment. With shared universal design elements the shared connection is clear, however each site drives traffic and engagement very differently because of the messaging, tools and intelligent design incorporated into each.

Global Aquaculture Alliance Corporate Web Site

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The design, colors, content organization and graphics were all improved to make the site more attractive, less copy-dense, and better able to share GAA’s optimistic values of wanting to feed the world’s population. The navigation was adjusted to better organize pages so they were easier to find, and fewer clicks were required to get to the content. New graphics were developed to share stats about GAA’s influence and growth.

Best Aquaculture Practices (BAP) Web Site

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Two key tools were added to this site to help retail buyers find seafood from BAP certified facilities:

  • A search-and-sort table where users can filter by geographic location, level of certification and species type allows buyers to quickly find sources.
  • A world map that shows all facility locations and related details allow users an overview of the breadth of certification as well as the ability to find facilities by geo-location.

For aquaculture facilities looking to get certified, the web site language was clarified and the organization of page was improved. Supporting graphics were developed to easily demonstrate the impact of BAP certification and to assist non-English speakers.

Printed Marketing Materials

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To continue the design enhancements offline, downloadable printed materials are available on the site. Printed information for consumers, posters for retailers and infographics for people doing research on aquaculture can be viewed, shared and downloaded.

They all are designed in an updated, professional and cohesive style.


The Results

The two sites were designed and developed under an extremely tight deadline to allow GAA to launch them at Seafood Expo North America/Seafood Processing North America in Boston. This event attracts over 20,000 buyers and suppliers of fresh, frozen, packaged and value-adGlobal ded seafood products, equipment, and services. Attendees travel from more than 100 countries.

The response to the two new reimagined websites from GAA leadership, teams, members and expo attendees have been overwhelmingly positive.

See the sites: www.gaalliance.org and bap.gaalliance.org