Business Name: Northern Edge Fishing Charters
Industry: Recreational Fishing
Location: Coastal region of Maine
Services Offered: Guided fishing trips, equipment rental, and fishing gear sales
Project Overview
Northern Edge Fishing Charters sought to revamp its branding to attract a broader audience and enhance its online presence. The project focused on creating a responsive website, a new logo, and associated print materials. Hickman Designs was tasked with delivering a comprehensive branding package that included both digital and print assets.
Objectives
- Develop a modern, responsive website that showcases services and engages users.
- Create a memorable and unique logo that reflects the essence of the brand.
- Design print materials (brochures, business cards, etc.) that align with the new branding.
- Implement SEO strategies to improve online visibility.
- Utilize analytics tools to monitor website performance and user engagement.
Process
1. Research and Discovery
Hickman Designs conducted interviews with Northern Edge Fishing Charters’ stakeholders to understand their vision, values, and target audience. Market research was also performed to analyze competitors and identify design trends within the fishing charter industry.
2. Logo Design
Using Adobe Illustrator, Hickman Designs created several logo concepts. The final design features a stylized compass, symbolizing the connection between fishing, navigation and the ocean. The color palette combines deep blues and vibrant greens to evoke a sense of adventure and nature.
3. Responsive Web Design
A WordPress CMS was chosen for its flexibility and ease of use. The website design process included:
- Wireframing: Initial layouts were created to determine the structure of the site.
- Visual Design: Adobe Photoshop was used to finalize graphics and imagery that align with the brand identity.
- Development: The site was built to be fully responsive, ensuring an optimal experience on desktops, tablets, and mobile devices.
- Features: Included a booking system, photo gallery, customer testimonials, and a blog for fishing tips.
4. Print Materials
Print materials were designed to complement the new branding. This included:
Business Cards: Featuring the new logo, contact information, and a tagline.
Brochures: Highlighting services, pricing, and local fishing spots, printed on high-quality, weather-resistant paper to withstand outdoor use.
5. SEO and Analytics
Hickman Designs implemented SEO best practices, including keyword optimization and meta tagging, to improve search engine rankings. Google Analytics and Google Search Console were set up to track website performance and user behavior. Regular reports were generated to refine strategies and improve engagement.
Tools Utilized
- WordPress CMS: For website development and content management.
- Adobe Illustrator: For logo design and vector graphics.
- Adobe Photoshop: For editing images and creating web graphics.
- SEO Tools: For keyword analysis and on-page optimization.
- Google Analytics & Search Console: To monitor traffic, performance, and search visibility.
Results
- Increased Online Presence: Post-launch, the website experienced a 50% increase in organic traffic within the first three months.
- Brand Recognition: The new logo and branding materials received positive feedback from customers, enhancing brand recall.
- Improved User Engagement: The responsive design resulted in a lower bounce rate and increased time spent on the site.
- Bookings Growth: Online bookings for fishing charters increased by 30%, attributed to improved user experience and enhanced visibility.
Conclusion - The branding package developed by Hickman Designs for Northern Edge Fishing Charters successfully revitalized the company’s image, improved online engagement, and contributed to increased bookings.
- This case study highlights the importance of a cohesive branding strategy that includes digital and print elements, all supported by data-driven decisions.
