The Surf Industry Manufacturers Association is the trade association of competing surf industry product suppliers working together to magnify their power for the development of the surf industry. In order to keep up with the evolving state of the industry, SIMA has chosen to take a look inward to rediscover its purpose and refine its identity and communication strategies to better articulate this to both its membership and the world at large.
CORROSION
Corrosion is all about exploring and adventure to find the deeper meaning in life. There is a distressed texture that adds a worn and lived in feel, which can be interpreted as sea foam or corrosion caused by the ocean. This is a lively, new design which appeals to all ages in the surf industry. The overlapping M is a unique characteristic which is can also be used as an alternative logo for merchandise and other advertisements.
SURF HERITAGE
This logo is all about mixing the old with the new by integrating a clean san serif font with an iconic surfboard. The surfboard is meant to help the audience identify with the surfindustry and culture, while adding a vintagetwist on a corporate logo. This logo is timeless and can be used for 5 or 50 years to come. The clean color palette keeps this logo neutral, while having a few pops of color to spice up advertisements and social media.
Elevated is a sock line all about the outdoors and adventure. This line is inspired by topographic maps and mountain elevations, which is translated through watercolor, hand drawings and geometric shapes. Elevated is for the brave and venturesome individual, who isn't afraid to be different.
TRADITIONAL. TROPICAL. CULTURAL.
Island Getaway takes you on a journey to an island destination, where the surf culture is greatly influenced by American Traditional Tattoos and hand drawn artwork. This line is targeted towards males ages 18-30, that thrive from Sailor Jerry’s flash designs. Getaway is for the whiskey-drinking, cigarette-smoking beach bum that wears his trunks from the beach to the bar.
Vans Triple Crown poster and merchandise.
The Electric Spring Collection is called Desert Rose. This collection challenges the status quo of muted neutrals with a bold color palette that is inspired by indigenous desert flowers. The vivid colors and high end frames are perfect for Spring, whether you strut them at Coachella or lounge poolside at a resort.
Bikini line called "Wild Child" inspired by wildlife and the outdoors.
I designed and illustrated all patterns used on bikinis.
Photography from sanlorenzobikinis.com
EXPLORE. NATURE. TRAVEL.
Somewhere Near Home is for the fearless, daredevil, who loves the outdoors, whether he is going on a hike or a sunrise surf. This versatile board short is inspired by nature and is meant to be worn on every journey you go on. Somewhere Near Home is targeted towards all ages and it effortlessly combines style, comfort and functionality.
This motion graphics piece shows the top 5 cities nationwide that have the most coffee shops per 100,000 residents.
This poster is about the child bride epidemic that is currently happening throughout the world. It demonstrates different data levels through the use of info design.