My wife's friend grew up in San Diego immersed in his father's sport fishing business. It has since grown into a small empire, so when his dad and the partners bought a new boat he convinced them of how important a real logo would be. Enter me. I took in the concept behind their newly refurbished addition to the fleet, the Liberty, and presented back to them 4 unique style directions. Round after round we whittled it down to an identity everyone agreed fit the style and atmosphere dead on. Nine months later, on the strength of the success of the Liberty, I was asked to rebrand the flagship, the Shogun. Different clientele, different feel on the boat, and indeed it deserved a refreshed look to lead them forward.