Hooksetter USA

For one of my entrepreneurship classes we learned to problem solve through Design Thinking. We had the choice of selecting 1 of 9 projects, each had it’s own “problem” that they needed solved (within the bounds of a semester). The project I chose was working on a real brand called Hooksetter USA. They are a small and growing online fishing equipment retailer. They have a selection of fishing products for cat fishing and bass fishing.

Our group decided that our impact should be on the branding aspect. We wanted to create a narrative around which people will remember their brand and associate it with their fishing experiences. We decided to set forth the two narratives of ‘MEMORIES’ and ‘ADVENTURE.’ The ‘MEMORIES’ narrative ultimately appealed to the emotional side of the consumer. The goal is to tap into the idea that fishing is an experience that is shared with people you love. It’s a past time that is passed on from generation to generation. This allows Hooksetter to really segment themselves across all markets. The ‘ADVENTURE’ narrative is built around the idea of creating an outdoor experience. A more rugged and masculine look really dives deeper into their target market of a mostly male-dominated activity.

Ultimately the goal is to create a consistent and cohesive brand for Hooksetter that they can move forward with in the future.