Championing safe and sustainable sushi
The National Fisheries Institute’s Sushi Council formed in 2024 around a commitment to champion best practice in safety standards and labelling, building the reputation for sushi and growing the sushi market in the US. We partnered with the NFI team to create a dynamic website that provides key product and safety information in an engaging user journey that would wow their audiences, and grow the Council’s membership base.
We started by honing the communications platform and strategy to speak directly to their primary audiences – the global seafood industry, US government and academia. We then developed the look and feel of the brand, creating a vibrant colour palette and designing a modern new logo. We crafted punchy key messages – keeping sushi safe, straight and moving – and positioned the Council as the voice of authority on sushi food safety and labelling. The result is a glow-up for the brand; an interactive website that reflects both the practical and serious nature of food safety messaging seamlessly blended with the ‘cool’ up-and-coming nature of the US sushi industry.