Catalina Offshore Products

Nearly 40 years ago, Catalina Offshore Products owner Dave Rudie spent his days diving for sea urchins and seaweed in the kelp beds of Catalina Island. Back on the mainland, he and his family would spend nights processing the harvest in his garage. The following day they’d make fresh deliveries throughout the San Diego region.


Catalina Offshore Products

Fish Market
5202 Lovelock Street
San Diego, CA 92110


Project Goals

There were several goals for the Catalina Offshore web redesign and redevelopment project. Visually, we were tasked to create several design concepts that would refresh and modernize the Catalina Offshore site design and brand. We did this by creating initial design concepts that varied from designs that remained true to their existing branding and colors, to new designs concepts that were significant departures from existing branding. From a UI standpoint, we wanted to speak to three unqiue user groups and designed the site to allow those groups to easily access content of interest.

Another main goal of the redesign was to update and redesign the Volusion ecommerce store. We redesigned the Volusion store to seamlessly integrated into the overall site design.

Additionally, we designed the new site using WordPress CMS and worked very closely with their SEO team to ensure positive page rankings would not be impacted nor lost. We did this through 301 redirects and other SEO steps.


Volusion, WordPress, Photoshop, jQuery, CSS, PHP, SEO, 301 Redirects