On the Fly
fishing charters chs
On The Fly Fishing Charters is a speculative branding project designed to modernize Charleston’s traditional fishing charter industry. The identity introduces a lifestyle-forward aesthetic through a cohesive logo system, curated color palette, and clean typography. The brand was extended into social media and marketing applications to demonstrate how the identity lives across digital platforms.
Inside the details
I developed a full brand system for On The Fly, starting with logo design and expanding into a cohesive brand kit including typography, color palette, and supporting marks. The color palette was intentionally chosen to feel more modern and playful moving away from traditional fishing aesthetics to appeal to a higher-end, lifestyle-driven audience, especially tourists seeking a premium charter experience.
To support this direction, I created a photography moodboard that defines the visual tone of the brand across social media and web. The imagery focuses on clean compositions, natural light, and coastal textures to create a look that feels vibrant, modern, and aspirational while still grounded in authenticity.
The photographs included are not all my own and were sourced from various online references and AI-generated imagery to explore the brand aesthetic and creative direction. These images served as inspiration while I developed original graphics, layouts, and visual concepts that demonstrate how the brand could come to life across digital platforms.
