By the (Brand) Book: Website Refresh for Alaska Seafood Southeast Asia
No matter how you future-proof your website, it could always use more work. That’s what we found when we developed the Alaska Seafood Southeast Asia website. A few years ago, the Alaska Seafood Marketing Institute (ASMI) put out a new brand manual meant to guide their stakeholders on how to faithfully represent Alaska Seafood — including the regional website.
In partnership with market research firm AgriSource, we decided to revamp the website to reflect the new brand identity of Alaska Seafood, and along the way, we made a few more tweaks.
Since 2018, AgriSource has partnered with PAPER & PAGE to promote wild, natural, sustainable Alaska Seafood in Southeast Asia for the Alaska Seafood Marketing Institute (ASMI). With AgriSource’s market research and PAPER & PAGE’s digital services, ASMI has been able to coordinate an effective, integrated marketing campaign across the ASEAN region, promoting their activities and products via social media channels on Facebook and Instagram and a multilingual website.
See the full case study of our integrated marketing campaign for Alaska Seafood here.
While this approach has been highly successful for Alaska Seafood, we recognized that our website could use a facelift. Using the ASMI Brand Manual, we were able to update brand elements such as the color palette, typography, and photography in keeping with the new visual identity.
As you might expect, the Alaska Seafood Southeast Asia website has also been localized into Bahasa Indonesia, Thai, and Vietnamese.
In for a penny, in for a pound: while we were revamping the website, AgriSource and PAPER & PAGE decided to localize several webpages available on the global Alaska Seafood website. The new regional website now includes nutrition and food preparation pages under “Alaska Seafood 101” and background information about fishing families and fisheries management under “Sustainability” made available in Bahasa Indonesia, Thai, and Vietnamese.
Website translation & localization isn’t just good for your audience, it’s good for search engine optimization (SEO). If you want to learn more about why and how to develop multilingual websites, check out our article: “6 Best Practices of Effective Multilingual Websites.”
We also expanded existing resources such as “Alaska Seafood Species” and “Where to Buy” and added the “News and Events” page, allowing ASMI to share its promotional activities with retailers, restaurants, and other F&B stakeholders.
The News and Events page (left) and a blog article summarizing activities at the “Vietfish 2023” trade expo (right).
The difference cannot be overstated. With a new and improved website, we’ve been able to faithfully reflect the new Alaska Seafood brand identity in nearly every facet of its design, provide additional resources for Southeast Asian consumers, and share promotional activities in the region, thereby creating a steady stream of new SEO opportunities.
Could your website use a refresh? Explore PAPER & PAGE’s web design & development services.
