Visual Identity Redesign for “SOCIAL FISHING”
Project Overview
Client: Social Fishing
Australia’s largest freshwater fishing community!
Project Type:
Brand identity, website graphics, podcast visuals, social media content, and clothing design
Year: 2024
Social Fishing approached me to help elevate their visual presence across digital and physical platforms. As Australia’s largest freshwater fishing community, they needed a cohesive, bold, and authentic identity that resonated with anglers of all ages.
The Challenge
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Refresh and unify the visual identity across their website, podcast, social media, and merch
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Maintain a rugged, outdoorsy feel while keeping the brand modern and engaging
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Design adaptable graphics for both screen and print
My Role
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Art direction and brand identity development
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Design of web visuals, podcast, and membership identifiers, and social media content
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Apparel design for branded caps, shirts, and hoodies
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Visual consistency strategy across platforms
Creative Process
Research
Concept Development
Design Decisions
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Brand audit and visual analysis of competitor fishing brands
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Exploration of fishing culture in Australia and its visual language
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Audience study: active community members, mostly men aged 25–50, outdoor enthusiasts
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Moodboards inspired by nature: water tones, river textures, fishing gear
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Logo and icon exploration incorporating fishhook silhouettes and movement
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Testing visual elements across different touchpoints (Instagram feed, podcast player, shirt mockups)
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Color palette: A range of blue tones combined with a warm yellow to create striking contrast and visual impact.
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Typography: Bold, clean sans-serif web fonts were chosen to convey a grounded yet professional aesthetic.
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Illustration style: Minimal and dynamic, hinting at movement and action
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Layout system: Modular and adaptive across media (digital/print)
Final Outcome
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Refreshed logo and brand system adaptable for digital and physical use
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Website visuals that highlight community, tips, and adventures
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Branded content templates for Instagram, Facebook, and YouTube
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Apparel designs featuring bold logos and fishing motifs loved by the community
Impact
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Increased engagement and consistency across platforms
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Positive response from the fishing community on social media, podcast, and merch drops
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Strengthened brand recognition among sponsors and outdoor brands
Personal Reflection
Designing for Social Fishing was an absolute blast! I got to dive (almost literally) into a world of rods, reels, and rugged riverscapes. Turning fishing passion into bold visuals, from podcast covers to hoodie prints, was like casting the perfect line: part strategy, part instinct, and a whole lot of fun.
Who knew designing fishy stuff could feel this fresh?
