Top down Brand Design

Simple, innovative, HONEST

Tasked with working alongside the company founder to define, create, and design the brand identity for Start-Up Pesca Innovations, a company specializing in gear storage for outdoor activities, fly fishing and snow sports.

Client: Pesca Innovations (Outdoor Equipment Storage)

Role: Creative Direction, Brand Strategy, Visual Identity Generation

Collaborated With: Founder

Company Overview

Pesca Innovations is a company dedicated to improving the angling experience. They specialize in creating purpose-made storage solutions for fly fishing gear. Their business model is streamlined with products made to order, minimizing waste and environmental impact.

Brand identity

Mission | Vision | Ambition

OUR MISSION:

To inspire the pursuit of adventure by removing the barriers of getting out the door.

OUR VISION:

To build authentic connections, revolutionary innovations, and aid in spending time outdoors.

OUR AMBITION:

Pesca Innovations as the most respected and desired outdoor gear storage solution brand. A brand that through its action lives up to its promises.

Brand ComponeNts

Logo | Color | Graphics

The Logo

“Our logo embodies the ideals of Pesca Innovations. The middle section of the logo resembles the mountains of Colorado where our company was born and continues to grow. The sides of the logo resemble two arrows, a smaller to a larger one representing growth and forward progress, never moving back. These three pieces all together create a simple fish, something that is simple in its form yet extremely functional. Our products are the same.”

Lockups:

PRIMARY:

The Primary lockup is the most versatile and meaningful element of the brand’s visual identity. Used across media and platforms. (Marketing collateral, merchandise, packaging)

HORIZONTAL:

Used in situations when there is limited vertical space or when large amounts of horizontal space need to be branded. (website banners, physical banners, headers/footers, product, merchandise)

JUST THE ICON:

A necessary part of the Pesca brand identity. Used when just the artwork can stand alone without additional text, as the most recognizable symbol of the Pesca brand. (product engravings, website, online shop icon, social media icon, packaging)

MADE IN THE USA:

The Made in the USA lockup combines the primary logo with the “Made in the USA” verbiage. Designed for use cases where patriotism as a brand value needs to be leaned into. (marketing collateral, merchandise, product, product packaging, business cards)

COLORADO MADE:

An important lockup showing the brand’s history and connection to Colorado. Used in Colorado-based stores, and events. The primary purpose is to emphasize the brand's dedication to Colorado and its waters. (Apparel, Colorado-based marketing collateral)

COLor:

Primary Brand Colors

Colors reminiscent of the environment in which Pesca supports and aids in the recreation in.

PESCA BLUE

HEX: #00AEEF

RGB: 0, 174, 239

CMYK: 94%, 25%, 0%, 6%

WINTER NIGHT

HEX: #1A1A1A

RGB: 26, 26, 26

CMYK: 0%, 0%, 0%, 90%

RUN-OFF

HEX: #FFFEFA

RGB: 255, 254, 250

CMYK: 0%, 0%, 2%, 0%

Colorado’s “Big 5”

Secondary brand colors, inspired by the species of Colorado trout.

COLORADO BROWN

HEX: #E6A400

RGB: 230, 164, 0

CMYK: 13%, 38%, 100%, 0%

BROOKE ORANGE

HEX: #FF4D00

RGB: 255, 77, 0

CMYK: 0%, 84%, 100%, 0%

TIGER GREEN

HEX: #555019

RGB: 85, 80, 25

CMYK: 57%, 51%, 100%, 42%

CUTTHROAT RED

HEX: #E72F00

RGB: 231, 47, 0

CMYK: 9%, 93%, 100%, 1%

RAINBOW PURPLE

HEX: #DD7DA3

RGB: 221, 125, 163

CMYK: 15%, 63%, 16%, 0%

Typography:

MONTSERRAT

Montserrat - Thin

Montserrat - extra Light

Montserrat - Light

Montserrat - Regular

Montserrat - medium

Montserrat - SemiBold

Montserrat - Bold

Montserrat - ExtraBold

Montserrat - Black

Graphics:

Local Topography

A primary graphic element of Pesca Innovations’ graphic identity is the topography lines of specific and significant geographical areas. Founded in Edwards, Colorado, this topography is of that area, highlighting the waterways in which we fish.

Visual Identity

Photography Guidelines

SIMPLE. HONEST. ASPIRATIONAL

Photography is the primary driver of Pesca Innovations’ brand identity. Images are an opportunity to showcase the lifestyle we support. People fish, catching fish, tasteful grip’n grins. Images should showcase the whole story, showing loading the truck, to boots off at the end of the day. White back product imagery is used only for PDP. Lifestyle brand-forward product imagery used elsewhere, i.e., pulling rods off the wall holder, etc. Images show the lifestyle that is possible because of our product.

Visual Identity

CLEAN. INTENTIONAL. INNOVATIVE

Pesca Innovations visual identity must communicate brand values as a primary way of building brand loyalty and having a great customer experience. We sell the opportunity for fisherman to spend more time on the water, to celebrate their passions. Our visual identity is intentional, everything we do is designed to further communicate our commitment to fishermen and the resources we recreate in.