• AMCS_APP_portfolio
  • AMCS_GuideLg_portfolio
  • AMCS_GuideWeb_portfolio
  • AMCS_GuideWeb2_portfolio

Choose wisely for our oceans.

Australia’s Sustainable Seafood Guide

Australia’s independent tool to choosing seafood wisely.

Developing the first online sustainability guide for seafood consumers in Australia. It was developed in response to growing public concern about overfishing and its impact on our oceans and their wildlife.

I designed the branding, icons, iPhone app and web interface as well as printed collateral – both a large and pocket printed guides and promotions. The key aim of the materials is to help people make informed seafood choices and play a part in swelling the tide for sustainable seafood in Australia.

The fish we choose today will directly affect the health of our oceans tomorrow. See more at www.sustainableseafood.org.au

Overfishing, destructive fishing gear and poor aquaculture practices impact significantly on our seas, marine wildlife and habitats. An incredible 80% of the world’s fish stocks are now over-exploited or fished right up to their limit. Once considered inexhaustible, our oceans are now in a state of global crisis, and they need our help.

As consumers we can and do make a difference through the choices we make. By choosing sustainable seafood we take a step towards a future with healthy oceans by helping drive change in the way our fish and shellfish are caught or farmed. We can all help make our seafood sustainable.


  • Australian Marine Conservation Society
  • 2012-13