For this project, I created a full branding system for a a theoretical fishing company. I delved into the process with ideation, sketching, logo construction, associated stationary, and signage. This provided an in-depth learning experience for the various steps required to produce effective design. I utilized my best sketches to construct the logo, making necessary changes along the way. I chose to create a positive-negative graphic of a bear holding a fish as if it had just been caught, symbolizing the company title and purpose. I experimented with many fonts and color schemes before determining the best fit. I finalized these blue and red shades to mimic the ocean's hue and the color of Motif Number 1, a famous fishing landmark located in Rockport, Massachusetts where this business is said to have originated.