COLORADO FLY FISHING

Colorado Fly Fishing was an attempt to bring the various fly fishing retail properties and services of Vail Resorts under one brand. This began with research into other logos and marks in the fly fishing industry, taking themes and elements, and exploring my own stylings.

  • Research

  • Logo exploration 1

  • Logo exploration 2

  • Logo exploration 3

  • Logo exploration 3-continued

  • Logo exploration 4

COLORADO FLY FISHING
Digital Publication

The idea for a digital publication was to take from Taylor Creek’s Fly on the Wall newspaper publication and transform it into a digital format, to accomplish a number of things.

  1. Comply to Vail Resorts goals towards 0 waste by eliminating the printed copy.

  2. Greater reach through digital distribution

  3. Save cost on printing

  4. Data tracking of guests who open the publication and flip through it to see what they find compelling.

COLORADO FLY FISHING
Responsive platform

By creating a digital publication, we were able to make the publication more widely accessible, whether the guest was on their laptop, phone, or tablet. They had access to it wherever they went, whenever they had a moment to peruse the articles, or just read about something they were curious about learning.

TAYLOR CREEK’S FLY ON THE WALL Publication

Taylor Creek’s Fly on the Wall was a printed publication that had been a crowd favorite for thousands of fly fishermen who had ever visited the fly shop in Basalt, CO. I was tasked in continuing the publication and bringing new life to it. I was able to do this by incorporating an illustrative style with rich photography full of life and color. By standardizing the fonts and other copy elements alone, I was able to bring the publication from previous versions of 20 pages to 16 pages, eliminating an entire sheet, front and back of printing, and reducing the total cost of publication by thousands fo dollars.

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