ASIC (Asian Seafood Improvement Collaborative) is a non-profit based in Singapore dedicated to improving the livelihoods and sustainability practices of small-scale seafood farmers across Asia. ASIC provides tools, support, and international market access to empower farming communities to adopt socially and environmentally responsible aquaculture.
Project Overview
ASIC approached us to redesign their outdated website and build tools that would allow them to better communicate their mission, showcase their work, and directly support farmers and partners with dynamic resources. The redesign was not only aesthetic — it also had to be technically sound for rural users with limited internet access and support internal CMS-driven workflows.
Key Goals
- Redesign the website to clearly reflect ASIC’s mission and storytelling approach
- Ensure accessibility and performance for users in remote, low-bandwidth regions
- Build CMS-powered sections for stories, press releases, and updates
- Develop custom tools, including a compliance calculator and data dashboard
- Enable the internal team to manage content without needing developer support
Strategy & Approach
Platform Choice
We selected Webflow for its balance of visual flexibility, performance, and powerful built-in CMS. It allowed us to build fast while offering ASIC full control over future content updates.
Performance-First UX
Given the rural reach of ASIC’s users, we designed for speed and accessibility — reducing image size, optimizing vector assets, and limiting animations to keep the experience light.
Collaboration Process
The ASIC team provided a highly structured project brief, including:
- Page-by-page content breakdown
- Section-specific graphics
- Centralized spreadsheets for project flow
This helped us move quickly from content mapping to full wireframes, prototypes, and into development.
What We Built
1. Website Architecture
- 14+ fully designed and developed pages
- Modular components for flexible future growth
- Mobile-optimized for accessibility in remote areas
2. Custom EC Compliance Calculator
A dynamic, multi-step tool allowing farmers and partners to:
- Complete a short compliance quiz
- View instant feedback on where they stand
- Understand how to improve practices for certification
Built with:
Custom jQuery logic and conditional logic flows, optimized for speed and clarity.
3. CMS-Driven Resource Center
Created collections for:
- Blog & Press Releases
- Success Stories
- Resource Library
Each includes images, videos, and pagination for user engagement.
4. Story Hub
A storytelling space highlighting real farmers and their work across Southeast Asia.
- Includes Loom/Vimeo embeds for multimedia storytelling
- Allows users to navigate story-to-story with ease
5. Interactive Data Dashboard
Built using Looker Studio, this feature allows stakeholders to:
- Visualize compliance data from various regions
- Track farmer progress, region-wide adoption, and social impact
- Hover and explore farm data on a geographic map
Currently connected via Google Sheets and being iteratively improved with GIS-level detail.
Outcomes & Impact
- Improved User Accessibility: Site performs well even in low-connectivity environments
- Streamlined Management: ASIC’s team can now update site content easily via CMS
- Dynamic Tools: Compliance calculator and data dashboard increase user engagement and value
- Improved Storytelling: Visitors can explore ASIC’s work through rich, human-centered narratives
- Foundation for Scale: The modular Webflow setup allows ASIC to scale their platform as the initiative grows
What’s Next
We’re continuing to support ASIC through:
Ongoing Webflow development and analytics support
Branding and logo design refinements
Productized email marketing services
