Our designs reflect clients’ brands in the best possible light. They communicate in a visual language that the target audience will understand and respond to. These primary considerations drive my creation of a design composition (comp). But, secondarily, I always push myself to create something that I feel excited about.

Some brands naturally are easier for me to connect with than others, but I find a connection in order to create something engaging. For example, when we recently created visual concepts for Waterwisp.com — an e-commerce website that sells fly-fishing flies and other related gear — I couldn’t really draw on personal experience; I’m not a fly-fisherman. But, ever since watching (and loving) “A River Runs Through It” as a kid, I’ve been able to relate to the motivation for getting out on a river at sunrise and being in nature, just enjoying the solitude it can offer.

So, I married those thoughts with the assumptions outlined in our Creative Brief, which included:

  • Site Objectives: Driving sales of Waterwisp products, educating on tips/techniques, and community building
  • Keywords: Top-notch, classy, premium quality, must-have, smart, approachable/accessible, innovative
  • Audience Demographics: Wealthy fly-fishermen, avid fly-fishermen, and retailers/dealers
  • Differentiators: The hook sits above the water rather than on the water, thus making the fly look more like a real insect.
  • Top Execution Consideration: The fly should be the most important visual element.

Below is a screenshot of their existing site:


Here is the I took for the homepage. Please click on the image to view at full resolution.

Waterwisp Home Page Comp

It’s great to see how some initial conversations and assumptive brainstorming can lead to a more sophisticated visual concept that would elevate Waterwisp’s brand to another level. And, when coupled with targeted marketing strategy we provide, we’re destined to catch some bigger fish for this fly-fishing industry leader. (Predictable pun intended.)