An aspiring entrepreneur came to us wanting to create and market his own fishing lure. With an innovative prototype that worked unlike any other, we were impressed and honoured when chosen to brand, package and market the Kamooki product. We worked with Kamooki to design original colour patterns for SmartFish? and SmartCraw?. Our research and discovery phase was an exciting immersion into fishing, both angling and “hard water.” It would be important to design everything we did for scalability and growth, although we could not have known to what extent.