ORVIS

Focus groups revealed that Orvis' challenges were not merely in communications but in the mixed signals they were often sending via numerous other channels including product, retail and partners such as lodges and guides. To those in the know, it often felt like two separate companies: fishing…and everything else.

As Creative Director I worked with a team to create a strategy to help fishing regain its voice within Orvis. And more importantly for the long run, perhaps better unite the various segments of the company under a singular brand premise.