Aurora Fishin Co.

Client
Aurora Fishin Co.
Services
Environmental Design
,
Logo design
,
Year
2025

Awards

Red Fest 2025: 2nd Place

Personal Branding, Client Branding

University of Houston, Cullen College of Engineering

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What did I do?

For this project, I collaborated with close family friends to develop a visual identity for their small commercial net fishing business based in Fairbanks, Alaska. The goal was to highlight their core product, wild-caught Alaskan salmon, while crafting a brand that felt modern, intentional, and deeply rooted in heritage.

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Inspired by my trip to Fairbanks, I drew from both Midwestern grit and the visual language of Alaskan Native art. The design blends the weathered strength of commercial fishing with subtle nods to traditional woodcarving motifs.

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My challenge was to respect and reference cultural traditions without appropriating them, using form and tone to communicate reverence, not replication.

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The resulting brand identity balances ruggedness with refinement, grounded in story, shaped by the land, and elevated through clean, confident design. Aurora Fishin Co. now speaks with a voice that honors its origins, celebrates its product, and invites others into its legacy.

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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