Water Gremlin:
Turning a little icon into a brand with a big personality
Deliverables created
Social media assets
Floor graphics
Point-of-sale materials
Catalogs and sales materials
Illustration
Print and digital ads
Brand messaging
Website design
Packaging design
Brand look and feel
Outdoor advertising
T-shirts and other swag
The Challenge
Water Gremlin had been a trusted name in fishing gear since 1949, but in recent years, they were losing market share.
They had an aging brand that felt outdated. No internal marketing team to drive change. A modest budget that required maximum ROI from every marketing effort. But despite these challenges, they had one major asset: a quirky little gremlin mascot with built-in brand recognition.
The question was: How do we modernize the brand and make Water Gremlin feel fresh again?
The Strategy
Hired as a fractional creative director, I joined forces with two other consultants to form a mini-agency that handled the bulk of Water Gremlin’s marketing for several years — working directly with the President and National Sales Manager to bring the brand back to life.
Through brand strategy, creative direction, and messaging development, we transformed the gremlin from a forgotten icon into a bold, slightly snarky, and fun brand spokesperson, giving Water Gremlin:
A distinctive brand voice: Irreverent, engaging, and modern.
A fresh look & feel: A revitalized brand identity that felt bold and unique.
New packaging & POS materials: In-store presence that stood out from competitors.
A playful digital & social presence: Website, digital ads, and social content with personality.
Sales & marketing tools: A full suite of materials to help the sales team expand into new markets.
With buy-in from leadership, we rolled out the new brand personality and visuals across all touchpoints, from print and digital advertising to floor graphics, catalogs, in-store displays, and even branded swag.
The Results
Increased brand engagement and more attention from customers, retailers, and the industry.
Expanded retail presence, giving the sales team stronger tools to drive growth.
A modernized, revitalized brand that stood out in a crowded market.
Helped turn a fading legacy brand into a fresh, memorable, and engaging industry leader by leaning into what made Water Gremlin unique.
