Sage: Expanding Sage’s Seasons Campaign

Graphic Design Website Design Email Campaign


In 2016 Sage looked to the creative and content teams at Hammerquist to expand their brand storytelling. Deep seasonal themes within fly fishing were quickly identified and harnessed to elevate their brand presentation and tap into the true, visceral experience of the sport. We utilized transportive editorial-style storytelling, inspiring images, how-to videos, and developed an entirely new design framework allowing Sage to tell the story of the season on their website in a compelling, culturally relevant way.

With an enthusiastic response from a very loyal following, the Sage team was blown away by results—calling the storytelling pages a “game-changer”—and signed Hammerquist up to continue development on the concept with approval for an expanded second season. What launched first with “Two-Handed Season” has gone on to span three recurring themes—Swing, Salt, and Trout—across two years. Content from each Season is carved up into email campaigns—that have enjoyed impressive open and click-through rates—and is promoted via display and print ads, and social media posts. Stunning video storytelling, conservation awareness, and product recommendation elements were added in later installments as the Seasons campaigns evolved, and we’re currently expanding the project further: working with Sage to develop new themes beyond the original three, including an alpine trout special edition launching in August.

“If we can sell someone on the experience first, it’s much easier and more fluid to sell them on the products used to obtain said experience,” Sage Marketing Manager, David Lantz, explains. “These campaigns have been fantastic in achieving this goal and have turned into our main way to connect back to our customers—with multiple digital and email tiebacks utilizing the plethora of content each Season produces.”

Check out the Trout Season, Salt Season, and Swing Season