Silver American Advertising Awards, Northwest
Gold, American Advertising Awards, Northwest

Bozeman Fly Supply

When Bozeman Family Fly Shop changed hands in 2021, there was a lot that the new owners wanted to keep the same and a few things they were ready to change. They wanted to maintain the shop’s reputation as a place where you could stop in, take your time, sit around the table to tie flies, share stories and find the largest selection of fly tying materials in town. The new owners needed a brand strategy to reflect what made the shop special in order to lay the framework for an updated identity and new website that could communicate their value outwardly.


We partnered with the new owner to craft a brand that would carry the fly shop into the future and communicate its value to Bozeman locals and visitors. This included a name change from Bozeman Family Fly Shop to Bozeman Fly Supply. Read on to see how we went about rebranding this community staple to reflect what sets it apart from other fly shops in Southwest Montana.

Scope

Brand Strategy
Brand Identity
Naming
Website Design + Development

Location

Bozeman, Montana

awards

Result

An internal strategy to guide the business into the future, a new brand identity to communicate Bozeman Fly Supply’s value and a website to support its positioning as the community gathering spot with the largest selection of fly tying materials.

three versions of the Riverhouse logo side-by-side
Riverhouse event photography showing a couple eating BBQ togetherRiverhouse homepage mockup on an ipadRiverhouse Montana drivers license branded artwork with logo seal
three versions of the Security Title Co logo side-by-side
An image showing several of Security Title Co's brand book pages
Security Title Co merchandise and business set design
Image with the headline "we eliminate risk" above an illustration of two people putting items into a giant safeAn image of a mother and child with the Security Title Co logo in the corner
Challenge

Maintain the sense of camaraderie created by the shop’s previous owners and communicate that the new ownership intends to double down on the nostalgic, local Bozeman vibe, not turn the shop into something new.

goal

Create a brand that fully communicates the vibe you can expect at BFS, a come-as-you-are, old-school Montana place that has the largest selection of fly tying materials and creates space to tie and swap stories.

approach

We created a brand strategy and identity, including a new name, that leans into the value of Bozeman Fly Supply as the leader in fly tying materials and is reminiscent of Bozeman’s historic charm and sense of community.

Packaging

The Bridger Brewing team wanted to be prepared to can and distribute its beer after opening its second location. AMS partnered with Bridger Brewing for packaging design concepts. The first step in the packaging process involved a strategy session in which the unique identity of each beer was explored and dissected. Several concepts were then sketched out. Once a concept was selected for each beer, custom illustrations were created for cans and boxes. The result is a full lineup of beers, each with its own design that is unique while still clearly a member of the Bridger Brewing brand.

Reason no. 8

The longest line you’ll see comes from a reel.

reason no. 12

Big ideas are best discussed on the back of a pickup.

Custom icon set done for the Riverhouse brand
Riverhouse BBQ food photography showing a BBQ sandwich and friesRiverhouse RH monogram logo version in a circle
low-contrast Riverhouse logo on blue backgroundRiverhouse BBQ menu designslow-contrast Riverhouse logo on brown background
examples of Security Title Co's website pages
Gif of various custom illustrations done for the Security Title Co brandA grid of the Security Title Co team members at community eventsCustom icon set done for Security Title Co
|
Photo of riverhouse meat with tagline "It's a Smokin' Good Time" overlaid
An illustration of two people in front of a For Sale sign next to Security Title Co's tagline Grounded in Montana Rooted in Community

See More Work

One Valley
Identity
Web

One Valley

Non-Profit
read more
Fork and Spoon
Identity
Strategy

Fork and Spoon

Non-Profit
read more
OSM Construction
Strategy
Execution

OSM Construction

Home & Build
read more
want to chat? give us a ring

We are always eager to talk branding with engaged businesses.