Case Study

Project:

Fiske®

Angling

Hookin' Good™ Outdoor Apparel

Fiske began as a personal project where I combined my love for design and sustainability. I handled every detail, from creating the brand and designing the apparel to building the website and ensuring eco-friendly production. The result is a unique line of outdoor wear that reflects my dedication to style and the environment.

Client:

Fiske®

Industries:

Retail
Outdoors
Fashion

Services:

Brand Identity
Print Design
Digital Design
Ideation

+ 10 More
My Role:

Creative Director
Art Director

Aussie designed clothing with a sustainable spin.

Objective

To establish a distinctive brand that embodies style, sustainability, and performance in outdoor apparel, catering specifically to nature enthusiasts and anglers. The goal was to create a cohesive and compelling brand identity while overseeing every aspect of the creative and production processes.

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' Adding 'Quick Stats' has boosted sales and reduced support queries, making shopping quicker and easier for customers'

- Michael, Owner
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Rexona x Williams F1

Next Project

hello@andrewleto.com.au

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Objective

To establish a distinctive brand that embodies style, sustainability, and performance in outdoor apparel, catering specifically to nature enthusiasts and anglers. The goal was to create a cohesive and compelling brand identity while overseeing every aspect of the creative and production processes.

Ideation

This was a personal project where I took on the role of both designer and art & creative director. The vision was to redefine outdoor and fishing apparel by prioritising comfort and eco-consciousness. The aim was to elevate the outdoor experience through stylish and sustainable products, challenging the status quo of traditional, uncomfortable fishing shirts. My approach included handling all facets of the project—from branding and design to website development, SEO, production, photography and logistics — ensuring every element reflected the brand’s core values.

Results

The brand, Fiske, was successfully launched with a complete suite of products designed and developed in Australia. Each product underwent the ‘LITY’ test—evaluating quality, durability, and sustainability—to ensure it met high standards. The brand now stands as a testament to combining performance with ethics, having seen its products used across local wharves and boats nationwide. The entire project was managed personally, from the initial concept to the final delivery, with all products assembled and shipped from Sydney. Fiske has made a significant impact in the market, providing comfortable and eco-conscious alternatives to traditional fishing apparel.

Services Completed

Graphic Design
Brand Identity
Print Design
Brochures
Packaging
Illustration
Typography
Merchandise
Website Design
Creative Direction
Art Direction
Photography
Strategy
SEO
SEM
Livery
Ideation
Blue Sky Concepts
Think Tank

Software Used

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