iCatch

website design + brand strategy

iCatch

Fish identification is difficult, sometimes even impossible, using external morphology. These problems with identification have limited data collection on fish populations and created insurmountable challenges in fisheries management.

iCatch is a mobile app that enables fast, cheap, and reliable fish identification through predictive AI technology and precision genomic testing. The app helps users across the seafood supply chain accurately identify fish, fins, and filets, to help build a more transparent and sustainable blue economy.

When we first connected with iCatch Co-PI Dr. Mariah Meek, we couldn’t help but get swept up in the vision of their work. New tools tackling big conservation challenges - we were hooked (pun intended!).

Our goal with iCatch was to develop a brand and website that translated their excitement, value, and technological innovations to their audience and funders. We wanted to convey all the things that we love about this passionate team of scientists and their work to align seafood industry partners around a shared vision for sustainability.

Dive in to see the work in action👇

Home page

THE BRAND

excited, innovative, driven by conservation

iCatch is a team on a mission! The biggest inspirations for the brand were healthy ocean ecosystems and the technological advances of the app. We wanted a cool palette to reflect their emphasis on marine communities, but wanted to avoid the blues used by other ocean organizations. Instead, we drew inspiration from warmer, shallower waters, and the deep green and teal hues they take. For the logo, we wanted to show robust fish communities and a sense of discovery connected to species identification.