Few people are aware of the world-class sports fishing that takes place just off Chicago’s shores. Span designed a campaign that builds excitement for the sport and brings attention to Illinois’ Charter Boat Fishing industry in collaboration with the Illinois Department of Natural Resources and regional charter captains.

A bold set of billboards feature original illustrations of game-fishing royalty — Lake Michigan’s Coho Salmon and Lake Trout. Strong typography evolves the classic fishing industry aesthetic found on bait and tackle shop signage into a fresh and contemporary look.

The Illinois, Lake Michigan, Charter Sport Fishing industry campaign was facilitated by Illinois Department of Natural Resources and was funded by CARES Act 2.0.

‘Chicago has a Great Lake.’
— John Massey, Designer, Center for Advanced Research in Design

‘That Great Lake has world-class fishing.’
— Vic Santucci, Program Manager, Illinois Department of Natural Resources