First step was to redesign the logotype. The client wanted lowercase type. A font was chosen and carefully altered so the counter of the "h" was shaped like an ocean wave. Besides the logotype, new fonts were chosen to be used in their new branding style.
For print collateral and advertising, I selected slightly rough textures and overlayed these effects on their photography as well as relevant photos of surfers and beach themed items like pineapples and palm trees that exude the retro surfer vibe.
Work created for Union Square Advertising
