Canadian Seafood Treasures is an international brand created by SDG\TBWA for the Atlantic Groundfish Council. The agency developed a rich, illustrative, motion-led identity, and I was responsible for bringing their website design to life in Webflow.
The project received a Red Dot Award and two diplomas at the Norwegian Visuelt Awards in 2025, recognising the strength of the design and its execution.
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red dot
Award winner 2025: Brands & Communication Design.
visuelt
Two diplomas at the Norwegian Visuelt Awards 2025.
4
markets the brand was built to reach: Sweden, South Korea, Nigeria, China.
webflow
Designed by SDG\TBWA. Webflow development by Marcel Deelen.
the brief
The Atlantic Groundfish Council needed to move from selling fish by weight to building a recognised brand, one that could carry the story of Atlantic Canada's seafood to buyers and consumers across Sweden, South Korea, Nigeria and China.
SDG\TBWA developed the strategy, visual identity and website design, combining storytelling, illustration and interactivity. My responsibility was to translate that design into a fully functioning Webflow website, including its animations, interactions and content management structure.
what i built
storytelling layout
An editorial, scroll-led narrative that takes visitors from the cold waters of Atlantic Canada to the finished dish, translated into a responsive Webflow layout.
motion & parallax
Subtle animations and parallax depth that add atmosphere without overshadowing the content or slowing the page down.
hand-drawn illustration
Detailed, textured illustrations integrated into the website while preserving the character and visual consistency of the original design.
interactive recipes
Interactive transitions that take visitors from raw ingredients to finished dishes, combining animation and user interaction into a seamless experience.
species & product pages
A flexible CMS structure for redfish, flounder, cod, haddock, halibut and more. So the council can grow the catalogue without a developer.
the canadian red frame
The distinctive red frame is a recurring element throughout the website, carefully implemented to remain consistent across different screen sizes.
from design to development
01
understanding the design
Before development begins, I look beyond individual layouts to understand how the design works as a complete system, including its typography, spacing, visual elements and interactions.
02
structured development
I build with reusable components and consistent styling, keeping the underlying structure clean and maintainable without compromising the original design.
03
motion & interaction
Animations and interactions are implemented with attention to timing, responsiveness and performance, so they complement the design rather than compete with it.
04
long-term flexibility
The finished website needs to work beyond its initial launch. A structured CMS and reusable components allow the client to manage and expand content without rebuilding the site.
recognition
award year
Canadian Seafood Treasures received a Red Dot Award in the Brands & Communication Design category and two diplomas at the Norwegian Visuelt Awards in 2025, recognising its visual identity and website.
The awards reflect the creative work of SDG\TBWA and the collaboration involved in bringing the website to life.
Design & brand strategy by SDG\TBWA / Scandinavian Design Group.
Webflow development by Marcel Deelen.
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