Lure, Tackle, & Tools

At Catch Co., we developed a huge range of innovative fishing lures, tackle, and tools across multiple brands, each with its own personality, target customer, and approach to product innovation.

Our work spanned hard baits, soft plastics, jigs, terminal tackle, and entirely new categories of fishing tools across Googan Squad, BioSpawn, 10,000 Fish, Badfish, and the newly launched SaltNative brand. Each brand presented its own design challenges. For BioSpawn and 10,000 Fish, we pushed the boundaries of lure design, exploring new mechanisms, unconventional ideas, and clever new ways to outsmart fish (or at least give anglers a fighting chance). For Googan Squad, we focused on making products more approachable and intuitive while giving the brand its own distinctive take on familiar lure categories. We built a unique design language for each brand, defining everything from form and aesthetics to the level of innovation and features customers should expect. The result was a collection of brands that looked, felt, and behaved differently—not just the same products with different logos.

Our development process combined market research, consumer insights, retailer feedback, and collaboration with professional anglers and brand partners. From group brainstorming and concept sketching through CAD, prototyping, and testing, we continuously refined our designs to improve performance, usability, and manufacturability. Our in-house prototyping and testing lab let us get ideas off the screen and into our hands quickly, testing concepts in our pool and on the water, figuring out what worked (and what didn’t), and iterating before moving into production tooling and extensive field testing.

Behind all of this, I built and led a multidisciplinary team of designers, engineers, and development professionals while establishing the processes and infrastructure needed to support a rapidly expanding product portfolio. Together, we brought more than 100 products to market across Catch Co.’s brands, introducing new categories, distinctive designs, and a whole lot of really cool products along the way.