MARKET
Type
industry
Services
A modern surf brand designed to make getting on the water feel simple, immediate and distinctly local.
The brief
Surf/88 was conceived as a contemporary beachfront surf shop offering board rentals, lessons and essentials through one easy, approachable experience. The challenge was to create an identity rooted in surf culture without relying on retro tropes or predictable coastal graphics.
The resulting system balances precision with movement. A streamlined wordmark, restrained palette and documentary-style imagery create a distinctive presence across the physical shop, digital experience and every customer touchpoint.
Scope of Work
Brand strategy and positioning, naming, visual identity, messaging, signage, print collateral, website design and branded applications.
BRAND IDEA
Everything you need, right by the water.
Built around a custom, forward-leaning wordmark, the identity reflects the energy and clarity of the sport without leaning on familiar surf clichés. A monochrome foundation allows ocean photography and equipment color to lead, while the system remains consistent across signage, digital interfaces, printed collateral and boards.
