Neon lights glow through the science of excited atoms. When electricity passes through a sealed tube of neon gas, electrons jump to higher energy levels. As they return, they release energy as vibrant light, creating dazzling displays in cities worldwide.

Umpqua University

Objective

To create a new brand identity or extend the brand of an existing company known as Umpqua Feather Merchants.

Problem Definition and Statement

Umpqua Feather Merchants is known to offer the highest quality flies from the country’s best tyers. They have grown the Umpqua family to include 240 of the most influential tyers whose flies push the envelope of creativity and success. Umpqua continues to drive innovation and carry that same inspiration from flies – into hook design, pack innovation, fly storage and the tools we use at the riverside (About us). Employees at Umpqua have to constantly sell to retailers and learn about new products that are new or upcoming. They have to always be up to date with updates, products, and customer service. With the vast amount of fly designs coming throughout the year, employees may feel overwhelmed. These employees can enroll in an education portal that extends the company’s brand, and keeps them and their customers up to date with the latest product training, accessory training, selling tactics, competitor comparison and more. This will bring in more customers and influence employees to be informed and trained on the latest updates within the company. It will also be used to teach new dealers and employees everything they need to know about the brand.

About us. Umpqua Feather Merchants. (n.d.-c). https://www.umpqua.com/about/

Audience

Beginner anglers and sales employees of Umpqua who are curious to learn more about their products and the process of fly fishing.

Competition

The Orvis Company, which is in 2nd or 3rd position based on client’s word.

Solitude Fly Company, which is in 4th or 5th position based on clients word.

Brand Mission

Umpqua University’s mission is to inform employees about all of Umpqua’s latest products and designs. It also provides tutorials for fly fishing to encourage beginner anglers to get in the water and create meaningful experiences that can be useful when pitching merchandise. The new brand keeps employees up to date on the latest merchandise, selling strategies, and fly fishing tutorials.