SIMMS FISHING PRODUCTS
A graphic system for Simms FISHING PRODUCTS built around the history, utility, and field language of fishing gear. The work pulled from product stamps, tackle markings, shop labels, and archival outdoor equipment, then translated those references into a clean system for apparel, badges, and OTHER COLLATERAL.
The system balanced utility with heritage, using Bozeman, the 1980 founding date, trout iconography, field-label typography, and worn print finishes as core design cues. Together, they gave the work a clear sense of place while keeping the graphic language direct, functional, and true to the brand.
SIMMS FISHING PRODUCTS BAJA COLLECTION
A special capsule built around the spirit of the Baja California peninsula and the story behind the film. The graphics translated that world through coastal color, fish iconography, and weathered type inspired by hand-lettered building signage.
The goal was to make each piece feel connected to the trip itself: simple, sun-worn, and rooted in fishing, community, and place.
SIMMS FISHING PRODUCTS SPF
A mark developed for Simms Fishing Products’ SPF line, built around sun protection, time on the water, and the utility of the gear itself. The system used a circular badge structure to feel technical but still familiar to the fishing world.
The sun icon, trout mark, SPF +65 callout, and product language gave the graphic a clear functional read while keeping it simple, branded, and easy to apply across apparel, photography, and campaign assets.
SIMMS FISHING PRODUCTS
A graphic system developed for Simms Fishing Products, created to bring a more youthful, trend-aware point of view to the brand across multiple product categories.
The visual language combined trout marks, water shapes, sun icons, badges, repeat graphics, and product-driven details to feel technical, functional, and still rooted in the fishing world. The system was built to scale from all-over prints and small labels to larger brand graphics, apparel, headwear, accessories, photography, and campaign assets.
