The Marine Stewardship Council (MSC) is a global leader in promoting sustainable fishing practices. Its iconic blue ecolabel is recognised worldwide, symbolising responsibly sourced seafood. But as the MSC grew, so did the challenges of engaging its vast and varied audience online. Their existing digital platform struggled to inspire action, connect with global stakeholders, and effectively communicate the urgency of their mission.
Itineris stepped in to reimagine MSC’s digital presence, creating a cohesive, multilingual platform capable of driving global engagement and making the message of sustainable fishing resonate far and wide.
A Diverse Audience with Unique Needs
The MSC’s stakeholders range from fisheries and retailers to environmental advocates and consumers. Fisheries seek MSC certification to demonstrate sustainability. Retailers value the ecolabel to assure customers of ethical sourcing. Meanwhile, consumers demand transparency in food production, while NGOs monitor the MSC’s impact and standards.
With a presence in over 40 countries, the MSC needed a digital solution that could bridge language and cultural divides. This included over 20 multilingual websites, each requiring tailored content that felt both local and unified under the MSC’s global brand.
Additionally, with mobile traffic often outpacing desktop use, a mobile-first design was essential to meet users wherever they were.
The Challenges
The MSC faced three core challenges:
Global Scalability
The existing platform couldn’t support the MSC’s wide reach, struggling with inconsistent branding, limited localisation options, and a lacklustre user experience.
Accessibility and Engagement
The site needed to cater to diverse audiences, ensuring users from any region or background could access and engage with relevant content.
Driving Impact
Beyond awareness, the platform had to inspire action – whether motivating fisheries to seek certification, encouraging consumers to choose sustainable seafood, or empowering retailers to adopt ethical sourcing practices.
Our Approach: Crafting a Digital Ecosystem
Itineris took a strategic and collaborative approach to transform the MSC’s digital landscape. The project combined in-depth analysis, design innovation, and seamless integration across all touchpoints.
1. Comprehensive Audit
We started by analysing user behaviour, engagement metrics, and content gaps. This data guided every decision, ensuring the new platform addressed the MSC’s challenges while aligning with its global mission.
2. Custom Design System
A unified design system ensured consistency across all 20+ multilingual sites while allowing flexibility for localised content. The system emphasised intuitive navigation, fast load times, and a mobile-first approach to accommodate users on any device.
3. Multilingual Optimisation
Localisation went beyond translation. Each regional site was tailored to resonate with local audiences while maintaining a cohesive global identity.
4. Enhanced Accessibility
We prioritised accessibility by designing an intuitive user experience that catered to varying levels of digital literacy, ensuring everyone could easily navigate the site and find relevant content.
5. Collaboration and Empowerment
The MSC’s internal teams were integral to the project’s success. By working closely with them, we ensured the solution met their needs while empowering them with tools to manage content, launch campaigns, and maintain consistency across platforms.
Results That Matter
The new MSC digital platform delivered significant improvements across key performance metrics:
24% Traffic Increase: The revamped websites attracted more visitors globally, with a marked rise in international traffic.
18% Reduction in Bounce Rate: Users engaged more deeply, exploring the site and interacting with content longer.
66% Growth in Organic UK Traffic: This highlights the effectiveness of the new design in boosting visibility and drawing in key audiences.
The streamlined user journey and mobile-first design ensured a smoother experience, while enhanced localisation made the MSC’s message relevant to every region.
Beyond the numbers, the project positioned the MSC for sustained growth and impact. The unified design system simplified updates and campaign launches, giving the MSC the agility to adapt to new challenges.
The platform didn’t just meet the MSC’s current needs – it equipped them to scale their mission globally. With a compelling, accessible, and engaging digital presence, the MSC is now better positioned to lead the charge in sustainable fishing.
Driving Engagement for a Better Future
The MSC’s new website is more than a digital makeover – it’s a tool for change. By connecting with diverse audiences and making sustainable fishing more accessible and compelling, the MSC’s message is reaching further than ever.
For Itineris, this project was a testament to the power of thoughtful design and collaboration in driving meaningful impact. Together, we’ve helped ensure the MSC can continue its vital work to protect our oceans for generations to come.