Responses by Thomas Sannes, designer, TRY Apt; Arnt Christian Scheele, client director, TRY Apt; and Rolf-Anders Vollan, service delivery manager, Creuna.

Background: The main goal of the website is to increase awareness of Norway as a seafood nation and put it on the map as an international seafood producer. The site targets markets outside Norway and captivates them with content about the various Norwegian seafood species and stories about Norway’s people, climate, nature and tantalizing cuisine. Seafood from Norway was launched in 16 different countries, in addition to a global international site.

Design core: The use of large images and film material combined with simple navigation and clean design puts the product, Norwegian seafood, in focus. The site’s overall style is minimalist with a Nordic expression. Information pages about the various species of seafood appear exciting to explore with vivid images, infographics and typography consisting of two fonts, which gives the page a magazine aesthetic. The color palette enhances the feeling of the fresh, clean and cold Nordic climate, which is why Norwegian seafood is a quality product.

Navigation structure: We simplified the menu structure and highlighted what is most important on the site: the various products and their Norwegian origins. The navigation is simple and easily accessible. By using a large main menu, visitors get an easy overview of the page’s content. There is also a fixed navigation bar that follows visitors as they move around the pages, as well as navigation options in the footer and at the top of each subpage.

Technology: For our solution, we built the site in a CMS called Episerver, based on .NET technology. The front end combines the CMS with React. The solution is set up with a single sign-on, so it is easy for editors to access.

To simplify the editors’ jobs, we have created a master database containing all the recipes. From this database, the recipes get federated to the relevant market site in the correct language. In this way, Seafood From Norway has one solution where they can maintain all the recipes, making it easier to avoid local variations.