SCIERRA FLY FISHING
Full concept from product design and development,
graphic design, marketing material and photos. This was a big one!
Being a product and graphic designer, art director, marketeer, content creator, photographer, and an avid gear user all in one is the ultimate advantage for aligning all aspects of concepts and storytelling. It's a valuable investment for any company. I had the privilege of being that person at Svendsen Sports, appointed by the owner, Lars Erik Svendsen. From 2000 to 2008, I served as the Head Designer, contributing significantly to the creation of Scierra and dedicating most of my time among the various brands under Svendsen Sports.
PRODUCT DESIGN
STEP 1
PRODUCT DESIGN
If you would walk into tackle store in 2000, look at the fly rod section, you would notice that all the brands looked quite the same
When embarking on the design of fly rods, my initial approach was to create something visually distinctive that stands out from the crowd. The idea was to give it a signature look and then incorporate new technical features to serve as unique selling points. This same recipe applies to the design of fly reels and clothing—aiming to make products that stand out and carry a distinctive signature look.
At that time, reel seats were simply metal or wooden tubes. A significant signature touch I introduced for all Scierra rods was the innovative reel seat design. It featured an inner tube made of either metal or carbon, covered by an outer aluminum tube with a laser-cut fish silhouette that matched the specific rod. For my BW2 saltwater series, I incorporated Bonefish, Permit, and Tarpon designs, while most other rods featured trout/salmon motifs.
Taking it to the extreme! I had the opportunity to do something that I couldn't understand why others hadn't done—design reels that perfectly complement the rod aesthetics. Anything else seemed inherently wrong in my eyes! Here are prototypes of what eventually became the CTC rod and reel.
I incorporated a distinctive detail into all rod sections by utilizing the rod codes as assembly points. This not only facilitates a quick and aligned assembly but also aids in identifying each rod section. Many brands have since adopted this practical feature.
Adding both aesthetic appeal and practical functionality, I designed the fight butt to serve as the up-locking mechanism for the fly reel. This not only enhances the overall look but also simplifies the process of securing the reel to the rod. The reel foot ring is seamlessly integrated into the fight butt, eliminating any loose parts.
THE DETAILS
The HM3 rods was the first fly rods delivered in carbon rod tubes
11 FOOT
SINGLE HAND SWITCH
FLY ROD?
In 2002, I proposed the creation of two 11-foot rod models featuring a modified handle derived from a double-handed rod but designed to cast with the weight of a single-handed rod. The concept aimed to produce a lightweight double-handed rod that could also function as a single-handed rod. Contrary to today's Switch rods in the US, which cast with double-handed lines, these rods were specifically intended for sea trout fishing in Norway and the UK.
Despite never reaching production, the vision remained with me.
FLY REELS, again a conservative market for the time being. But the world was ready for some new and daring gear. It was very exciting to challenge the market with some at times very crazy looking reels.
I received my first product award for the TX2 fly reel in Fly fishing America, January 2007.
FLY REELS
CLOTHING, marked a new professional area for me. For years, I've harbored a keen interest in technical outdoor clothing, drawing inspiration from pioneers like Arcteryx for their innovative design and technology. Since then, I've collaborated with various clothing brands, including developing my own.
CLOTHING
STEP 2
PACKAGING
PACKAGING
Packaging is often the first chance to catch the eye of the consumer and therefor an important part of the sale.
Here are samples of elevating package design to a new level, featuring unique design, comprehensive product information, and distinctive features. Why settle for a standard spool for a fly line? The MWF line kit came in a stylish box, accompanied by an informative brochure and a practical line wallet. The line wallet became so popular that we eventually had to sell it separately.
MARKETING MATERIAL
STEP 3
MARKETING MATERIAL
Marekting material is extremely important being your communicating channel to customers.
Engaging in print, online content, brochures, catalogs, and more was a significant responsibility. My role as a product designer proved advantageous in seamlessly integrating the design concept into marketing. As a hands-on tester and user, I leveraged creative photography skills to capture compelling shots. Given my perfectionist tendencies, I actively participated in every studio shoot, arranging product placement, lighting, and settings meticulously. We even constructed a unique setup inside the studio to create the right atmosphere. Working with me might seem intense, but I assure you, it's a transformative experience.
CATALOG PAGE SAMPLES
Main catalog covers
Product design: NFJ
Catalog design: NFJ
Products on 2008 cover, TX2 reel
HM3 rod
HydroVent Jacket
Full page printed advert samples
As technology improved, I sought know-how on new technology to achieve something superior. When creating the Scierra website, I utilized Flash to craft an exceptional interactive site. Users could choose products by clicking on the specific part of the angler's gear for more information.
