The Design Brief

New startup apparel brand AWOL were looking for a graphic that targeted an edgy, fashion-focussed consumer who had limited knowledge of fishing but could still feel comfortable wearing a fishing themed brand.

The client had a clear vision in mind: the graphic should represent either a fisherman in a bivvy (small tent) or fishing poles transforming into a fish, but not in an obvious way. This is because the client wanted anyone to wear his apparel, not just fishing enthusiasts.

I liked the idea of the bivvy, and my geometric designs naturally gravitated that way also.

From the initial designs I presented, the client wanted me to try and combine three of the four into a design that would be splashed over the front of a t-shirt, a hoody, and bucket hat, etc.

I expanded the footprint I knew my original concepts would take up to be more inclusive of these larger canvases, and let my mind combine the elements of nature and fishing.

What I came up with delighted the client, who was happy to sign off on this final geometric hexagonal design and wordmark.