Marine Stewardship Council

Spinbox helped MSC modernise their platform, resolving long-standing issues, improving accessibility, and enabling smarter, faster campaign delivery.

The Brief

Strengthening Digital Foundations for MSC

The MSC is an international non-profit working with fisheries, supply chains, and scientists to protect the future of our oceans through a globally recognised ecolabelling and certification programme.

Their mission is to use their ecolabel and fishery certification programme to contribute to the health of the world’s oceans by recognising and rewarding sustainable fishing practices. They want to influence the choices people are making when buying their seafood and work closely with their network of partners to create a sustainable seafood market.

Industry

Charity

Involvement

CMS SEO Sitefinity Web Development

Technologies

.NET Angular MVC Sitefinity

Visit

www.msc.org/

Strengthening Digital Foundations for MSC
Solution

Modernising and Strengthening a Mission-Critical Digital Platform

To support MSC’s digital objectives, Spinbox undertook a focused programme of technical and experience-led improvements, designed to elevate the platform’s stability, accessibility, and campaign capability.

The engagement began with a strategic upgrade to the latest version of Sitefinity. This was a foundational step, modernising the platform to ensure long-term compatibility, security, and improved authoring experience for content teams. Alongside the upgrade, a backlog of inherited bugs and performance issues from previous development teams was reviewed and resolved, restoring consistency across the site and improving operational reliability for internal users.

Accessibility is a core priority for MSC. A series of accessibility enhancements were implemented in line with MSC’s global audience and commitment to inclusivity. 

To further MSC’s campaign reach and engagement goals, Spinbox designed and developed a new custom module to manage the "Product of the Year" award campaigns. Built within Sitefinity’s flexible framework, this module empowers MSC to launch, manage, and showcase annual campaigns across all regions without developer input.

Throughout delivery, Spinbox maintained a rigorous QA process, ensuring each enhancement met performance, compliance, and usability benchmarks. As a result, MSC now benefits from a robust, accessible, and future-ready platform that reflects their mission, supports global campaigns, and simplifies internal workflows.

Working with Spinbox has given a dynamic boost to our website and overall online presence.

Lee Rickler
Global Digital Manager

Results

From Backlog to Breakthroughs

Years of unresolved backlog items and technical frustration have finally been addressed with speed, clarity, and professionalism. This has restored internal confidence in the platform and re-energised MSC’s digital roadmap. Long-standing issues that had hampered progress are now resolved, clearing the way for strategic improvements and campaign innovation - and we're so excited!

The Sitefinity upgrade has modernised the CMS experience, improving performance and empowering content editors with a more intuitive, responsive interface. Meanwhile, accessibility enhancements ensure the site now better reflects MSC’s commitment to inclusivity, supporting a broader and more diverse global audience.

The newly developed “Product of the Year” module has unlocked new potential for campaign delivery—enabling MSC to execute with independence and agility, without relying on technical workarounds or external development cycles.

All in all, MSC now has a more stable, accessible, and future-ready digital platform that reflects the integrity of their mission and the professionalism of their global brand.
53%
Increase in time onsite
70%
Increase in direct traffic
26%
Increase in page views

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