AMFF

Branding

The American Museum of Fly Fishing wanted to breathe life into their brand and gain the attention of new, younger audiences. The challenge was to create a logo and brand that preserved their roots but also positioned the organization for the future. Together, we created a modern logo and design language that incorporates the core elements of fly fishing – water, fish and a fly – inside a protective shield, communicating their heritage as a trusted educator and continuing their mission to preserve the history and habitat of the sport.