RD Surf
boards
A brand refresh campaign for RD Surfboards, a custom surfboard shop in Los Angeles. From reshaping the logo to creating a robust content strategy, surfboard design, website launch and studio launch, every part of this campaign aimed at establishing a strong digital presence. Signage, surf, and lifestyle photography were aimed to capture the authentic spirit of surf culture, ensuring it resonates across social and email platforms. As a surfer myself, this wasn't just a campaign; it was a love letter to a beautiful sport, culture, and an amazing surf shop in the heart of LA that brought the authenticity and craftsmanship of its founder and shaper to the much-deserved spotlight.
Responsibilities: Creative Direction, UX/UI, Production and Photography.
SIte and UX
In redefining the UX for RD’s storefront, I wanted to weave a visual narrative throughout every click. The home page serves as an immersive gateway, inviting visitors into the story through vibrant visuals and seamless navigation. The landing pages, such as 'About' and 'Our Process,' unfold like chapters, allowing users to delve into the essence of the brand. The product page, a digital showroom, showcases premium custom boards, while embracing the stunning imagery of the surf through secondary carousel shots. Together, these design elements re-imagine the digital store, honoring the process behind making the premium boards, while creating a stunning user journey.
Brand and Logo
Updating the brand's identity began with a journey into the heart of the existing logo, a simple fusion of initials combined with two empty squares. Collaborating with a visionary designer, Marie Krupina. The re-imagined logo seamlessly integrated 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 as well, a 3D-printed embodiment of the updated logo.
Content & Brand Story
I wanted to tell the brand story through the lens of lifestyle & surf photography, a straightforward yet compelling narrative. We got into the ocean, capturing the boards in action—the details, the surf shots, and candid moments of the brand’s founder riding the waves. Each photo told a story, revealing the craftsmanship behind the boards and the joy of surfing. From showcasing the making of the boards to them being part of the ocean, these images take a customer on a visual journey from foam to water.
