Fisgou App
Feb 2025
A social platform built for fishing lovers to connect, share, and explore.
ProductBranding
Developed an end to end project for Fisgou, a social media that gamifies the fishing experience and connects fishermen around the world.
Context
Context
The client approached me with a bold vision: create a modern and minimal brand identity for Fisgou while capturing the richness of Brazilian culture. Beyond the branding, I designed the entire product experience.
Built for everyone from casual fishers to professionals, the app combines social features, fish species catalogs, and personal tracking tools to help users document and relive their fishing journey over time.
The opportunity was backed by the scale and growth potential of Brazil’s fishing community, highlighted by the market numbers below.
Built for everyone from casual fishers to professionals, the app combines social features, fish species catalogs, and personal tracking tools to help users document and relive their fishing journey over time.
The opportunity was backed by the scale and growth potential of Brazil’s fishing community, highlighted by the market numbers below.
This figure highlights the sector’s growth potential when compared to other countries such as Germany (USD 8.2 billion), the United Kingdom (USD 6.2 billion), and the United States (USD 24 billion).
Process
Process
Understanding client needs
We began by aligning on the business goals, desired features, and the visual direction—minimal, modern and fun brand.
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User research & personas
User research & personas
Listening to the people who live the experience
Through interviews with both professional and recreational fishermen, we identified key user profiles and uncovered their main pain points. The research helped us better understand their goals, motivations, and different levels of competitiveness.
The interviews helped define clear design goals
Brand Design
Brand Design
Crafting an Identity that speaks their language
The client had already chosen the name Fisgou, a clever and catchy term in Portuguese that means "hooked." They also brought an initial logo concept featuring a fisherman catching a fish. While the idea captured the sport's spirit, the challenge was to evolve it into a more minimal, versatile, and modern identity, digital-first, but still connected to the Brazilian fishing culture.
Modern, Fun, Clever and Memorable
Modern, fun, and instantly recognizable—the logo features a stylized fishing hook in the “O”, directly tying into the brand name.
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Fisgou was designed to authentically connect with the Brazilian fishing community, combining functionality, culture, and a strong sense of identity. Every aspect of the brand reflects the passion, adventure, and connection to nature that define the fishing lifestyle, helping position Fisgou as a trusted and engaging platform for both recreational and professional fishermen.
Information architecture
Information architecture
Mapping the Experience
To make the app intuitive for both beginners and experienced fishermen, I organized the content around familiar patterns inspired by apps they mentioned during interviews. This structure served as the backbone for the Information Architecture of the project.
Wireframes & validation
Wireframes & validation
Sketching Ideas, Testing Assumptions
Wireframes allowed us to validate ideas early, reducing risk and saving time. We interviewed 10 users and gave them specific tasks to complete, helping us uncover usability issues and refine the experience before moving into high-fidelity design.
Improvement proposals
High-Fidelity prototype
High-Fidelity prototype
Bringing the product to life
After testing and validation, Fisgou was brought to life with a clean, intuitive interface centered around community, content, and personal fishing records.
Recap
Recap
Despite the challenge of designing for different types of fishermen, the project successfully delivered a clear, scalable, and intuitive experience tailored to the needs of the fishing community.
Next Steps:
- Develop an achievement system that motivates both beginners and experienced fishermen through progression and rewards.
- Explore integrations with real-time weather, GPS, and regional fishing data.
- Introduce a dynamic fishing mode for real-time activity tracking and a more immersive experience.
Challenges for this project:
- User Lock-in and Market Expectations:
Fishbrain, a leading global fishing app with strong presence in the U.S., sets a benchmark for digital fishing experiences. Although it is not widely adopted in Brazil, it still influences user expectations in terms of features and usability. While FISGOU offers a unique experience, attracting users who are already familiar with or loyal to other platforms presents a challenge in terms migration.
- Varying Fishing Data and Regional Differences:
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