Creating consensus and unity among the world’s largest fishing companies might sound like a challenge, and close to impossible. But together with researchers at Stockholm Resilience Centre, and with an actual idea of how a transformation could happen by gathering key actors, it has succeeded. An important component in this matter is of course communication – both internal and external. Therefore, we have supported SeaBOS through the production of a website, different digital communication services, material design and a visual identity, which all has given the initiative a clear direction.