Challenge & Solution

The challenge with Angling Trade magazine was appealing to the seasoned fly fishing retailer who typically doesn’t understand marketing (or doesn’t want to) because they’d rather be fishing or tending to their customers who fly fish. Shovel partnered with Angling Trade from the very beginning to create the masthead and layout for this magazine that’s both clean and interesting in design and also allows for the photography of huge, exotic fish to take center-stage. This is the only fly fishing trade publication in the US. Almost ten years later, Shovel continues to put this quarterly magazine together in an illustrative, down-to-earth style that appeals to fly fishing shop owners.