Fishbone is a self-initiated publication built to challenge traditional fishing media through a grittier tone, bold design, and culture-first storytelling.
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WHAT IS IT?
An independent print and digital publication built around fishing, but not limited by it. Fishbone leans into design, attitude, and the lifestyle that actually surrounds the sport—drinking, chaos, bad decisions, and good stories.
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What I Did
1. Created the concept, tone, and overall direction from scratch. 2.Built the visual identity and design language across the magazine 3. Defined the editorial voice and content approach. 4. Developed the structure for both print and digital formats. 5. Directed layout, imagery, and overall aesthetic. 6. Shaped it as a brand, not just a publication.
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The Approach
Instead of chasing traditional outdoor media, Fishbone pulls more from skate, and street culture. It’s meant to feel raw, and a little unpolished.
It’s not about teaching people how to fish. It’s about capturing the real lifestyle of people who fish.
Why It Works
There’s a gap between the reality of fishing culture and how it’s usually presented. Fishbone lives in that gap. It stands out because it doesn’t try to fit in. It’s built to be something people actually want to look at and not just flip through.
