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a story about
tradition with a twist
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“Maverick is a word which appeals to me more than misfit. Maverick is active, misfit is passive.” - Alan Rickman
Chapter 1: The Ask
What That Vise Do, a dynamic fly-tying and guiding operation, sought to craft high-quality flies at market prices while infusing a sense of fun into the brand. The goal was to create an authentic yet playful identity that would make a splash in the fly-fishing industry through distinctive logo and branding efforts, complemented by engaging animation and digital effects.
Chapter 2 : The Exploration
Our exploration focused on understanding the intricacies of fly-tying and the diverse community that surrounds fly-fishing. We aimed to blend the technical mastery of the craft with a design that appeals to both seasoned anglers and newcomers, capturing the essence of the sport in a fresh, engaging way.
Chapter 3 : The Magic
The creative process involved balancing the technical aspects of fly-tying with a playful and approachable aesthetic. Our team developed a logo that subtly incorporates various elements of the sport, ensuring it was comprehensive yet not overwhelmingly explicit. This approach allowed us to reflect the multifaceted nature of fly-fishing in a single, cohesive brand image.
Chapter 4 : The Results
The new logo and brand identity, featuring a vibrant yet earthy color palette, perfectly encapsulate the dual spirit of tradition and innovation at What That Vise Do. Introducing nostalgic 90s Miami Vice-inspired t-shirt designs added a fun, retro flair to the brand, resonating well with the community and adding a unique twist to the fly-fishing apparel market.
