The Wild Steelhead Coalition exists to increase the return of wild steelhead to Northwest waters. Entirely volunteer run, the WSC was founded more than 20 years ago by a group of concerned anglers who worried that their steelhead were disappearing at an alarming rate. The organization was still using the logo and identity that had been created at the time of its founding, and which no longer resonated with the WSC’s target audience of avid conservation anglers. We were asked to reinvent the WSC brand to be bolder, more iconic, and more compelling to a younger demographic of steelhead supporters and advocates. We created a mark that is strong and solid, like the steelhead itself, while also implying the flow of cold clear water on which steelhead depend.