Spinoza Rod Company

Fine Bamboo Rods For The 21st Century



There are few things more relaxing than a few hours on the river with a fly rod in hand. But there’s not much relaxation for craftsman like Marc Aroner at the Spinoza Rod Company, who produces premium, bespoke bamboo fly rods, made one painstaking rod at a time. In an industry where almost everything has been outsourced and mass-produced, the fidelity Marc has to his craft is legendary in the fly fishing community. But having a modern digital presence? That’s a different craft altogether.


We built him a modern ecommerce site designed with two goals in mind: first, showcase his extraordinary work, and second, provide a venue for selling the premium vintage tackle that has grown into a significant part of his business. A modern Shopify site, fully-responsive, and kept under full-version control was the perfect solution.

1. Brand Identity

We co-developed Spinoza’s brand positioning, and how to communicate their story to target audiences. We developed and codified their visual identity.

2. Ecommerce

Based on the aligned aesthetics and mockups, we built a fast, mobile-first, highly customizable site on a best-in-class e-commerce platform (Shopify).

3. Digital Marketing

Segmented target audience, developed keywords, setup conversion tracking, and improved quality score to generate cost effective quality traffic.


Now he can afford to take a few extra days away from the shop and spend a little extra time on the river himself.


The industries and specific challenges vary, of course, but the common approach that runs through our work is the following: a rigorous analysis of the problem, a thoughtful, well-articulated strategy, and a commitment to building a great digital solution. The results – we hope – speak for themselves.

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Walden Hill

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