Each organisation had a slightly different objective so it was important to balance the focus on conservation without discouraging fishing. All the information on the website had to be evidence based and aligned to current fishing regulations.
While it would have been easy to produce content that was very dry and informational, I encouraged the clients to have a bit of fun with it. The name ‘Shark Mates’ is intentionally casual and Aussie while the tagline ‘Catch. Care. Conserve.’ clearly highlights the three focus areas while using alliteration to aid flow and memorability. The website copy includes phrases like ‘Sharken up your skills and rays your game’, plays on words that give the copy extra personality.