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Coast Brewing Co.



Inspired by my passion for surfing, I created Coast Brewing Co.—a new Southern California-based craft beer company inspired by the rich history and lifestyle of surf culture.





Logo



Like waves slowly rolling in, the extended letterforms give the logo a relaxed, calming and “laid back” feel.



Brand Mark




Acting as a visual mnemonic, a breaking ocean wave is reflected in the negative space of the letterform mark.


Website




Package




The cans feature unique artwork based on different seasonal lines released throughout the year.


Color & Typography




Avoiding the interlocking letterforms used in classic surf posters, ABC Ginto Nord is a playful, geometric-humanist, sans serif typeface by Dinamo that mimics the soft curves of ocean waves.

The vibrant and natural color palette was inspired by cool and warm tones commonly found in the coastal environment.


Grid System



The grid system was based on a flexible, modular layout.


Photography




High-key, colorful, lifestyle photography of people and places was used to communicate the essence of the brand.


Lockups





Illustration






Collaborations




Limited edition brand collaborations feature iconic surf artists and photographers.




Collateral









Social & OOH






Agency:
Studio B
(Personal Work)

Client:
Coast Brewing Co.

Sector:
Food & Beverage

Type:
Brand Identity

Role:
Art Director
Copywriter
Designer
Illustrator
Photographer
This was a self-initated personal project inspired by my passion for surfing.

Challenge:
The brief was to create a unique, craft beer brand identity that celebrated Southern California’s rich surfing culture and history and also captured the timeless freedom, playfulness and youthful spirit of surfing. The brand also needed the flexibility to be able to grow and expand in the future.

Insights:
Southern California is famous for its rich surf culture and history.
Surfing is seen as a quintessential summertime activity.
Surfing is primarily a fun, youthful, recreational activity.

Solution:
While there are hundreds of craft beer brands, many are generic and lack character and originality. Coast Brewing Co. draws on the rich history, longstanding traditions and lifestyle of surfing in Southern California that has become a cultural phenonmenon, sport and popular lifestyle specific to the region.

Embracing the youthful spirit, vitality and lifestyle of surf culture, the visual language of the brand is driven by fun, playful illustrations and a vibrant, coastal-inspired color palette.

ABC Ginto Nord was used for the wordmark—a contemporary, geometric-humanist typeface by Dinamo Type Foundry, that mimics the soft, rounded curves of ocean waves. The high x-height in the extended weight of the letterforms gives the logo a “laid back” and relaxed quality. Reflecting a breaking ocean wave in the negative space, the letterform A acts as a visual mnemonic and was naturally employed as the letterform brand mark.

A suite of lockups further extended the brand language and the rich, down-to-earth color palette features a combination of warm and cool tones commonly found in the coastal environment.

Drawing on the influence of Mid-century modern graphic designers Paul Rand and Saul Bass, hand-drawn, custom illustrations were created using flat colors and shapes. Stylistic variations allowed for maximum flexiblity across different seasonal product lines.

Art directed lifestyle photography sought to communicate summer, youth and fun by using warm color tones and dreamy, overexposed images.

Results:
The new identity captures the spirit and history of surf culture in an authentic way.

Totally Tubular

Seeking to bring the “soul” back to men’s professional surfing, I created a self-initiated evergreen campaign for the World Surf League. 






The bright, neon color palette captured the radical and extreme nature of surfing, as well as the shared 1980s New Wave roots of the vernacular.

Drawing visual inspiration from vintage surf brand logos, the custom lettering was designed to be loud, eye catching and fun—just like the act of surfing.


OOH




Social




Live Webcast




Merch



Agency:
Studio B
(Personal Work)

Client:
World Surf League

Sector:
Sports / Entertainment

Type:
Campaign

Role:
Art Director
Copywriter
Designer
Challenge:
While surfing is now a global, multi-million, dollar industry and more popular than ever before, there has been some grumbling from “soul” surfers online that surfing has gone mainstream, sold out to corporate America and lost its soul and coolness in the process. The challenge was to develop a campaign that spoke to everyday surfers and bring the “soul” back to professional surfing while communicating brand values of freedom, progression and youth.

Insight:
Surfers are concerned that surfing is losing what makes it unique and special.

Solution:
Using popular phrases and “code words” taken from Southern Californian and surfer slang, the campaign seeks to bring the soul and fun back to surfing by reconnecting with the unique vernacular and underground slang of the subculture. Drawing visual inspiration from classic surf brand logos, the casual lingo uses fun, quirky handwritten lettering that adds to the informal, laid back vibe of the campaign and is a reminder for surfing not to take itself so seriously. The campaign was promoted across social and OOH in coastal regions across the world where surfing is popular.

Results:
The new visual identity repositions the brand in a way that aligns it more closely with the roots and deep heritage of the subculture.

Be A Boss

Inspired by my passion for guitar and music, I created a self-initiated campaign for BOSS—the industry leader in guitar pedals and effects whose products have been used by some of most famous artists and musicians of all time.

The Campaign




Featuring iconic musicians known for using BOSS pedals,
“BE A BOSS” highlights the way each guitarist shapes
and controls their own signature sound through the
different combination of pedals they choose.




The secondary tagline “More________.” promoted the
idea that you can never have enough effects.

Custom type treatments were combined with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.



Color & Typography




The color-coded system assigned each individual pedal to a separate hue. Highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.

Neue Haas Grotesk by Christian Schwartz was chosen for its precise clarity and to reflect the utilitarian functionality of the pedals themselves.


The campaign utilized a flexible grid system.






Motion




The motion system brought the typography to life,
simulating a kinetic, visual representation of each
pedal effect.







OOH






Social




Print




TV End Card



Agency:
Studio B
(Personal Work)

Client:
BOSS

Sector:
Music

Type:
Campaign

Role:
Art Director
Designer
Copywriter
Motion
This was a self-initiated personal project inspired by my passion for guitar and music.

Challenge:
Guitar sales are down and guitar-based music is being challenged by the popularity of new music genres. BOSS pedals needed to create a campaign that generated excitement and re-captured the iconic and innovative spirit of the brand as well as their diverse lineup of products.

Insight:
Guitar players are addicted to collecting pedals and can never have “enough.”

Solution:
“BE A BOSS” is a campaign that highlights the way each guitarist shapes and controls their own signature sound through the different combination of pedals they choose. Informed by the insight that guitarists love to collect pedals, a secondary tagline “More________.” promoted the idea that you can never have enough effects.

Visually striking, animated posters combined custom type treatments with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.

Neue Haas Grotesk typeface by Christian Schwartz was chosen to reflect the utilitarian functionality of the pedals themselves while highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.

Finally, the campaign also uses photos of real musical bosses—iconic artists and musicians known for using BOSS pedals.

Result:
The campaign is both a celebration of the past and a look towards the future—empowering customers to take control of their creative and musical destinies.

Mind Mischief

A self-initiated visual identity and campaign for psychedelic-pop band Tame Impala inspired by my passion for music and lettering.


Logo




Informed by the music, the custom wordmark was designed to be semi-transparent and also psychedelic in nature.

An animated, abstract, neon gradient was a visual representation of the song name.



Microsite



The brand identity also utilized Microgramma—
Tame Impala’s official brand typeface.



Social




The campaign was extended across digital and printed touchpoints.

Collateral






OOH





Live Show



Agency:
Studio B
(Personal Work)

Client:
Tame Impala

Sector:
Music & Entertainment

Type:
Visual Identity
Campaign

Role:
Art Director
Designer
Lettering
Motion
This was a self-initiated personal project initially inspired by my passion for lettering.

Challenge:
Tame Impala needed a campaign and visual identity to promote the release of their new single “Mind Mischief.”

Insight:
The name Tame Impala was inspired by the animals indigenous to South Africa.

Solution:
Informed by the psychedelic nature of the music, a custom lockup was created and a highly saturated, animated, abstract, gradient color field was used to symbolize a restless mind. Stacked and repeating typography typeset in the brands official typeface Microgramma was used to reflect the heavily processed and looping effects within the song. The full campaign extended across both physical and digital touchpoints.

Results:
The new identity connects the music to the band in an authentic and unique way.

36 Days of Type

36 Days of Type is a project that invites designers, illustrators and visual artists to express their unique interpretation of the letters and numbers of the Latin alphabet.