Spillway | Brand
As a passion project in 2017, my brother and I launched a freshwater fishing guide service. He as the guide, and I as the Chief Creative Officer (and boat washer).
Starting a brand from scratch means you get to shape everything: the logo, identity, naming, brand voice, social content, apparel, and photography—everything.
We landed on the name "Spillway," inspired by a dam that created a secret fishing hole where we grew up casting. The brand tone and aesthetic was inspired by the local family owned hardware stores and 5 & Dimes of yesteryear, the original tackle shops. When we finally launched and gained some traction for Spillway, I realized that, as much as I enjoy being on the water, I was having more fun marketing the company than I was fishing.
Needless to say, here I am, still in the industry, following my true passion—building brands. Don’t worry, I still fish on my days off.
Bragger Packs
Stick them on your boat so you can stick it to your buddies.
Inspired by 'victory markings' found on the side of WWII fighter planes to signify a successful aerial combat, these sticker packs were designed to be stuck onto the bow of a boat to represent a successful catch and release of fish worth bragging about.
To keep fishing fans and potential clients coming back to our feed, we created a series of useful tips that served as content our target actually wanted to consume. These easy-to-digest posts helped frame the brand as a place to come and learn. After all, a guided experience isn’t just about catching fish—it’s about education.
