Matfiskodlarna
This started out as a web project, which suited me perfectly after more than 10 years at a web agency and in the IT industry. But we (Salt) quickly realized that it also required dedicated design work—a clear graphic identity that could highlight the somewhat complex world of fish farming. I created the illustrations, based on the typeface I chose to emphasize and connect with the different levels of knowledge and depth in the factual content.
Fish farming in Sweden today comes with many challenges, one of which is that farmed fish is surrounded by a multitude of persistent myths. That’s why we began by developing a communication concept around those myths—bringing them forward and addressing them with much-needed facts. The idea is for the website to serve as a knowledge hub for everyone, from school students to decision-makers and researchers. We had support from the web agency Authority, but above all from our always enthusiastic and knowledgeable client.
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