I developed the brand for a clothing company inspired by fly fishing. The goal was to establish the brand as a serious perfomance line while highlighting the unique style based in its tropical roots. I served as lead designer for both brand development and the seasonal concepting of the clothing line. I led a team of three designers and two programmers as we built the brand and clothing line from square one. The scope of work included logo development, sales support materials, packaging design, web site design and trade booth work.