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Trout Unlimited: Priority Waters

Trout Unlimited is a nationwide organization that is actively protecting, conserving, and restoring America's coldwater fisheries and their watersheds.

Trout Unlimited: Priority Waters is the foundation of a strategic blueprint to protect, restore, and reconnect America's wild and native trout and salmon watersheds. It is not only an educational tool for people to learn about our coldwater fisheries, but an interactive map that encourages boots-on-the-ground involvement. Priority Waters brings together scientists, researchers, fishermen and women, and curious nature lovers of all ages through a beautiful and interactive online platform, and gives ways for people to get involved in locations across the United States.

About the Design

The branding of Priority Waters of course needed to be tied to Trout Unlimited, the parent brand. We expanded on the existing brand by getting into the minds of the fish that they are working so diligently to protect. Trout and salmon's eye sights are different than those of humans. They can see reds, blues, greens, golds, and even ultraviolet spectrums. We used these colors as visual metaphors throughout the site; luring users where to go next. 

We collaborated with an illustration artist who painted each type of fish that is found in each protected waterway by hand. We also were given access to the organization's vast photography library. No stock photos here. Each image correlates with each given region and waterway. The researchers, scientists, fishermen and women, and hobbyist who request these waters know these fish and these waters, so it was extremely important that we were accurate with every aspect of this design, all while being beautiful and inviting. 

Scope of Work

Branding for the Sub Brand

Web Design

Interactive Map Design

Art Direction & Design by

Mere Montgomery 

Demetrio Maguigad

Credits
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