Surfrider Foundation
Art Direction | Branding
After over thirty years of fighting for our ocean, waves, and beaches, the Surfrider Foundation decided it was time to put some serious effort into refining all aspects of their communication and to steer the brand in a new direction. Guided by several studies and membership statistics, I worked with the marketing team to redefine a comprehensive brand guide and to create unified iconography, print collateral, digital assets, and to refine an ever-growing list of brand materials that became integral to the company’s growth.
I worked with the marketing team to redefine the narrative of the Surfrider brand and to formalize all aspects of its components. This included a well-defined call to action and brand introduction, tone of voice, defined values, a refined mission statement, photo and video style guides, unifying promotional materials, and much more.
2018 was a big year for Surfrider and the evolution of the brand. Providing chapters and supporters with new assets, a detailed brand guide, and strategically targeted content has been pivotal in unifying Surfrider’s efforts and strengthening its impact.
