Owen Ward is the owner and guide behind Flow State Fly Fishing. An Orvis-endorsed guide, Owen spends much of his time floating his home waters throughout Vermont and New Hampshire, pursuing the region’s trout and smallmouth bass.

The goal was to create a simple, distinctive identity that felt personal to Owen and reflected his connection to the waters he guides. We focused on these two key species, balancing custom fish illustrations with clean, understated typography.

Using photographs of Owen’s own catches as reference, we developed original illustrations of each fish, giving the mark a personal connection to his guiding experience. To bring everything together, we created custom lettering with a fluid, organic feel that echoes the movement of the two silhouettes.

The finished identity includes a primary logo, secondary mark, and complementary color palette, along with a sample apparel graphic to show how the brand could carry over onto hats, shirts, and other gear. The idea was to create a cohesive look that feels just as natural on the water as it does representing Flow State Fly Fishing off the river.