In the vast landscape of fishing rod brands, St. Croix Rod was a heritage brand struggling to create a meaningful connection with their dedicated customers and capture the attention of a younger generation of anglers. As a cherished family-owned business with a rich history, St. Croix Rod’s position in the market was re-imagined, repositioned, and refined to herald a new era of growth. Introducing the concept of the Ruler brand, we embarked on a transformative journey, honing their branding, graphic assets, and marketing materials. Today, St. Croix Rod stands proudly as the epitome of excellence in its field. With a harmonious blend of a confident tone of voice and a visually rich aesthetic, they now convey their message with clarity while upholding their cherished legacy of crafting top-tier, hand-crafted fishing rods.

Art Direction and Design done for Velvet Hammer Branding