The site's main purpose is to provide deep insight into seafood sustainability and to highlight the work the org does to assess hundreds of various seafood types and their impact on the environment and human health.
The main elements of this site are a blog / articles component, a search /discover component, and the assessments themselves. Most content will be handled with Wordpress, fyi.
SeaChoice wants a site that has a clean and professional look, with ocean-themed imagery, but which leads people to investigate and browse their database of assessment reports. They stand behind their 'science'...a lot of work goes into the assessments and their findings (Best Choice, Some Concerns, Avoid) are taken very seriously by the industry and consumers alike. Thousands of seafood products in North America bear a SeaChoice assessment sticker of approval.
Users will come to the site to a)read the articles b) educate themselves on seafood sustainability, and c) browse or search the assessments for specific fish or out of curiosity.