Fish on the Farm
Fish on the Farm is a minor league baseball podcast and coverage outlet dedicated to the Jacksonville Jumbo Shrimp, the Triple-A affiliate of the Miami Marlins. They provide in-depth analysis, news, and player development updates on prospects working their way through the Marlins’ farm system. Their content highlights individual performances, organizational trends, and the progress of future big leaguers.
Founded by passionate Marlins fans, Fish on the Farm has become a go-to resource for followers of Miami’s pipeline. They emphasize scouting reports, interviews, and game coverage to give fans a closer look at players before they reach the majors. By focusing on the Jumbo Shrimp and broader minor league system, they help bridge the gap between casual Marlins fans and dedicated prospect watchers.
The Challenge & approach
In the summer of 2021, I had the opportunity to lead the full design and rebranding efforts for Fish on the Farm, including the creation of a new logo for their podcast, Swimming Upstream. Their vision was to modernize the brand while staying true to its roots, and with that in mind, I reimagined Billy the Marlin—this time with a baseball bat in hand and a sleek black cap to reflect the team’s on-field style.
The identity draws from the Miami Marlins’ vibrant color palette while honoring longtime fans with a nod to the original Florida Marlins teal and gray. For the wordmark, I wanted something bold, energetic, and instantly recognizable, inspired by the Marlins’ City Connect Sugar Kings jerseys that celebrate Miami’s Cuban heritage and dynamic color culture. The result was a fresh, modern visual system that balances fun and professionalism, with the Swimming Upstream logo carrying that same blend of boldness and nostalgia—creating a brand experience that feels both excitingly new and unmistakably familiar.
