The Challenge:

Transforming a dream into a brand—from ideation to execution.

About the Client

CrossWaterCreek Outfitters is a Bay Area-based outdoor lifestyle brand rooted in the fly fishing niche. Founded by two brothers and their brother-in-law, the trio turned their lifelong passion for fly fishing into a brick-and-mortar business—despite the fact that no other fly shops existed nearby. Their goal was to create more than just a store: they wanted to build a community hub for outdoor enthusiasts and fly fishing newcomers alike.

When they approached me with this vision, I saw a rare and exciting opportunity to help bring a brand to life from scratch—and I couldn’t wait to dive in.

Building the Foundation: Research & Positioning

This wasn’t just about launching a business—it was about building a brand with lasting impact. We began with in-depth market research to understand the fly fishing landscape—both locally and nationally. I conducted competitor audits and created four core buyer personas tailored to their unique regional market. These personas became a north star for all branding, messaging, and campaign development, ensuring we spoke directly to the people most likely to become lifelong customers.

Too often, small businesses skip this foundational work—but knowing your audience is essential to creating a brand and retail experience that resonates.

Bringing the Brand to Life

The founders came to me with a few name ideas, and we worked together to evolve that into a cohesive brand. I led the naming process, crafted the brand narrative, and developed a style guide in collaboration with our Designer, Alex Rhodes of Rhodes Creative. From tone of voice to color palette to logo design, every element was chosen to reflect the authenticity, accessibility, and passion at the heart of the CrossWaterCreek story.

As I often say, a name is just a name—but branding tells the story. That’s why I also worked with the team to define their mission, vision, and core values—essential building blocks that not only shaped the messaging but continue to guide the business as it grows. These elements anchored our storytelling and provided a strong foundation for internal alignment and external connection.

We didn’t stop at visuals. I helped develop and document a clear, consistent brand voice, ensuring every piece of communication—from social captions to in-store interactions—sounds like CrossWaterCreek. This brand voice guide now serves as a practical tool for the owners, the sales team, and future employees alike. It’s a step that’s often overlooked in early-stage businesses, but one that’s critical for building trust and creating a recognizable, resonant brand experience.

The completed style guide was also shared with partners across the business—our web developer, print vendors, and Interior Designer, Janet Powers of Janet Powers Design—to ensure brand consistency from signage and merchandise to the store’s digital presence and interior space.

Crafting the Digital Presence

To support the brand rollout, I found and managed a web developer to create a multi-phase digital presence:

• A simple landing page to capture early interest

• A full marketing site with brand storytelling, service details, and workshop information

• A fully integrated e-commerce experience (coming soon)
  

Each phase was strategically timed to build momentum toward the store’s grand opening while keeping future scalability in mind.

Launching with Intention

As opening day approached, I developed a cross-channel launch strategy focused on building local awareness and driving foot traffic to the shop. This included a mix of organic content, advertising, community partnerships, email marketing, social media, and local PR.

Now, we’ve transitioned into ongoing marketing efforts that are aligned with business goals, seasonal patterns, and the evolving needs of their growing customer base.

The Outcome

CrossWaterCreek Outfitters officially opened its doors with a clear brand identity, a dedicated following, and a roadmap for long-term growth. In a saturated retail environment, they’ve carved out a niche by connecting with their audience in meaningful ways—online and in-person.

This project is a testament to what’s possible when strategic planning, creative collaboration, and focused execution come together. Whether you’re building from scratch or refining an existing brand, I bring the kind of hands-on partnership that turns ideas into action—and vision into results.

Customer feedback

“Collaborating with Molly Ortiz and Trunorth Brands has been an absolute pleasure. In just nine months, Molly transformed our vision into a thriving business. From crafting our style guide to establishing a compelling brand presence, her dedication and expertise have made CrossWaterCreek Outfitters feel like a well-established store. Customers often ask how many locations we have and where we've been before—testament to the strong foundation Molly helped us build.”
— Pat McCabe, Co-Owner and General Manager, CrossWaterCreek Outfitters

For more information about CrossWaterCreek, visit their website at crosswatercreek.com and follow them on social media @crosswatercreek on Facebook and Instagram.

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