Messaging

Copywriting

Visual Identity

Creative Direction

Website Design

Graphic Design

Project Overview

William Brewer is an avid fisherman with a lifetime of experience fishing in the United States East Coast and South Florida. William (or Billy for short) wanted to start a fishing guide service in Islamorada, FL (Florida Keys), where heavy tourism and fishing guides are out in large numbers. Although there are many guides, the steady, dependable, and professional ones are fewer in number.

Billy is a retired business executive with the drive and determination to take a business like this and push past the standard fishing charter business. Billy's ambitions are to grow this brand into a sportsman outfitter service that provides hunting and fishing charters. He also wants to develop a YouTube program and possibly a clothing line.

The Solution

After the initial discovery process and learning about Billy's aspirations, it was almost apparent that this had to be a hybrid company/personal brand. Knowing Billy and his fun and energetic personality, combined with the easy-going, laid-back environment of the Florida Keys, we wanted something very personal and relatable.

To brand the name and make it memorable, we obviously went with Billy (how most people know him) and added the "B" from his last name, Brewer. This created a relatable name that is easy to remember and exudes fun and adventure. The shortened name also provides great flexibility for branding other sub-brands.