Toth Reels in Orvis

A passion for fly-fishing and outdoors activities shared by executives at Toth Brand Imaging, combined with the shop’s penchant for “lifestyle branding,” led to an assignment from Orvis Co.

The Concord, Mass., agency bested three undisclosed agencies for the project, which includes creating a brand identity that will translate across all of Orvis’ markets and distribution channels, including catalogs, retail venues, the Internet, dealer/wholesale accounts and its fishing schools.

While the budget was not disclosed, Toth chief operating officer Dick Emerson described the assignment as a “project of significant scope” that will last into the first quarter of next year.