RD SURFBOARDS BRANDING & ART DIRECTION
Reshaping the image of a Los Angeles gem of a surfboard studio by creating a new branding, website launch, new studio opening materials, and establishing guidelines for a stronger digital presence. Capturing the spirit of LA surf and one craftsman’s determination to create affordable and artful boards through various mediums and forms, collaboration with talented Creative Director and surfer, Alex Ermakoff, and creating unique custom painted boards.
BRAND AND LOGO
Updating the brand's identity began with a need to of an existing logo, a simple fusion of initials combined with two empty squares, to embody the business idea and spirit. The re-imagined logo integrated simple but iconic surf elements—a surfboard and a wave—into the familiar squares, elevating the visual identity of the brand as a whole while grounding it in the main elements of the sport. Based on the updated design, a new showroom sign was built for in person visitors, who could also purchase screen printed t-shirts and hats there. Every new board now also featured an updated logo along with the handwritten notes and signature.
STORY AND CONTENT
At RD Surfboards, it's the craftsmanship and distinctive designs that truly set it apart in the world of board shops. That’s why the proposed content strategy revolved around showcasing the meticulous process, introducing the people behind each creation, and capturing boards in action. Despite RD Surfboard’s evolution from a garage startup to a fully-fledged studio and showroom, it was the goal to remain committed to preserving that laid-back style and vibe across all channels. The goal was to show that every interaction at RD Surfboards feels like you're hanging out with your best friend, getting a custom board made just for you.
SHOWROOM AND STUDIO OPENING
To celebrate the studio's opening, I crafted a range of print assets to be dispersed throughout the showroom and key surf destinations. Additionally, I designed invitations distributed via both traditional mail and email channels. Opting for a minimalist approach, I crafted lifestyle posters that capture the essence of the brand, evoking the spirit of the surf culture.
UX/UI FOR SITE, ONLINE MARKETPLACES, SOCIAL MEDIA
In revamping RD's storefront UX, my aim was to craft a seamless and intuitive experience, while highlighting the craftsmanship and individuality of each board. The homepage acts as an inviting entry point, immersing visitors in the narrative of the shop and its creator. Landing pages like 'About' and 'Our Process' unfold like chapters, offering users a deeper insight into the brand's essence. The product page, akin to a digital showroom, showcases premium custom boards, accompanied by captivating surf imagery in secondary carousel shots. Together, these design elements reimagine the digital store, paying homage to the board-making process, while guiding users through a visually stunning user experience.