meat | creative muscle for hire

FENWICK | brand print:

Once the premier name in graphite fishing rods, the legendary Fenwick brand was compromised in the early 90's by a short-sighted cash-grab that sold the brand into big-box/value retailers. This, in turn, trashed their brand equity. With sales in the dumps, a series of work was created to re-elevate the Fenwick brand and customer while launching the new high-end, specialty Techna AV rod series.

print: The beauty of this campaign was the visuals, actually shot with a pinhole camera at high-noon for a moody, near-dark effect unlike anything the fishing industry had ever seen. Bold lines spoke to the customers' fishing addiction, and in the end, just made for some gorgeous print work.

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