web: These days, flyfishing happens as much online as it does on the water. It's also taken on a more aggro, competitive vibe, given the recent rise of the GoPro Generation and negative, Internet posers. Knowing this we wanted to differentiate Echo and make them feel more like a surf brand; accessible and positive with a website packed full of cool images, detailed product info and an embedded YouTube channel with fishing / casting tips from legendary tournament caster and owner, Tim Rajeff. The site's framework was designed with an admin console so Echo employees could easily update product shots and content, which helped stretch their budget.