Mood board
I took inspiration from newer outdoor brands, illustrations, and brands that celebrate inclusivity.
![](https://uploads-ssl.webflow.com/60284400365b7a6054e20b54/603c5b30990eb3741d6c436d_Moodboard.png)
![](https://uploads-ssl.webflow.com/60284400365b7a6054e20b54/6062c4887fef35a89c7f7b62_Open%20Waters%20Branding.png)
Branding
I wanted the new logo to work harmoniously with Orvis' existing brand. I chose to expand the color palette, add patterns, and create illustrations to highlight the feeling of openness, modernity, and hopefulness.
Wireframes
I used the mid-fidelity wireframes to map out the information, key features, and flows that our ideal persona would need right away which includes on boarding, fishing, and review.
![](https://uploads-ssl.webflow.com/60284400365b7a6054e20b54/6062a473fd35e96b90c1e302_Open%20Waters%20Wireframe.png)