Founder and Creative Director, 2024 to present
Surface Athletic Design Inc.
A brand built for the space between surf lifestyle labels and technical outdoor gear.
I developed the identity end to end: positioning, the wave mark and wordmark, a restrained palette of near-black and white with Coast Red and Abyss Blue accents, typography, packaging, garment trims and labels, and a written voice guide that keeps every email, product page and ad sounding like the same brand.
The identity carries through to the Shopify storefront, photography direction and campaign creative.
Scope: brand strategy, logo and wordmark, colour and type system, packaging, trims, voice guide, art direction