As the strategic partner for Reel Life, James Ross has helped the brand to evolve its business from a niche fishing apparel brand to a water lifestyle brand. We didn’t abandon their fishing roots but diversified them. We redefined the brand with our positioning line: “Raised on the Water” and describe the brand as “ casual, cool, and uniquely capturing the spirit of the ocean, beach, and life on the water. Our brand book further defines Reel Life to a broader audience of consumers. Our work has spanned digital, omnichannel experience, media, branding and integrated campaigns as the company expands its product lines and distribution channels. The rebranding of Reel Life has increased awareness, sales, and expanded its retail footprint.