The design direction focuses on textures, angler-inspired tones, and hand-drawn illustrations of fishing nets, incorporating topographic patterns and bold yet organic typography to evoke a sense of adventure and respect for nature. For the marketing and media plan, I developed an integrated strategy that included a teaser campaign featuring behind-the-scenes content, a launch video capturing the outdoor lifestyle, and a social and email campaign highlighting the collection’s details and sustainability efforts. An ambassador program with anglers and outdoor enthusiasts added authenticity, while e-commerce and retail integration ensured immersive storytelling across digital platforms. This collection not only celebrates the angler’s spirit but also reinforces the importance of preserving the waters that fuel the adventure.