Christopher Marble




Johnson Outdoors


Social Fishtancing Concept


Creative Direction

Art Direction

Graphic Design


The global COVID pandemic created an opportunity for enticing people back to the great outdoors during travel restrictions and stay-at-home ordinances. Fishing was a perfect activity for this since it is naturally socially distanced.

“Social Fishtancing” is a platform developed to give people a break from their daily stress while keeping Johnson Outdoors’ fishing brands relevant. Seasoned fisherfolk will be encouraged to get out to the lakes and continue to dominate the competition with all the stuff that sets the best apart.

The logo incorporates the visual of a fish combined with a protective mask. The strong shadow makes the fish appear masked on one side, with its mouth wide open on the other side—ready to be caught.

Johnson Outdoors is a family of outdoor brands. Though not well known on its own, its fishing brands are notable within those spaces. Because of their close product integration in the One-Boat Network app, Humminbird and Minn Kota will be used to co-brand the program.

Instead of relying on traditional out-of-home media with the majority of Americans staying home during the pandemic, Humminbird and Minn Kota will use social media to send the message that fisherfolk can get back to doing what they love while keeping others safe.

An ongoing contest will encourage sharing of #socialfishtancing while giving entrants the chance to win branded merchandise.