Where structure meets instinct.
Identity work focused on clarity, reduction, and recognition — from new brand development to the refinement of existing visual systems. Every mark is considered against where it lives, what it carries, and who it speaks to. Designed to hold at every scale across apparel, product, labels, advertising, events, and physical spaces.
Reduce the noise. Keep what carries meaning. Design identities that scale.
Screwball Industries Surfboards
Brand Identity & Applied Design
Developed a brand identity for Screwball Industries, a Santa Cruz-based surfboard shaper producing hand-built boards for a range of surf conditions.
Built a flexible visual language designed to translate across disciplines, including traditional surf, river, boat, and kiteboarding environments.
Applied identity directly to board laminations, prioritizing visibility, recognition, and durability in real-world conditions.
Extended the brand design into apparel and accessories, including hats, t-shirts, and stickers, creating a cohesive presence across water and land.
O’Neill Promotional Merchandise
Campaign-Driven Brand & Apparel Design
Developed graphics for apparel and promotional items, including t-shirts, trucker hats, stickers, and wetsuit-changing mats, translating campaign direction and product innovation into applied, wearable design.
Focused on bold, high-clarity visuals designed to maintain recognition across retail, events, and community environments.
Work was distributed through sales channels and dealer networks as part of seasonal campaigns, extending brand presence into everyday use within surf culture.
O’Neill “Freak Show Pro” Surfing Contest
Event Identity & Environmental Design
Developed a Halloween and circus-inspired event identity for O’Neill, establishing a heightened, unconventional visual language rooted in spectacle and the uncanny.
Created a full suite of event assets, including posters, apparel, digital media, and environmental graphics.
Extended the identity into on-site environments, wrapping competitor and judging areas with immersive branding to reinforce spectacle and unpredictability.
O’Neill “Cold Water Classic” Surf Contest
Event Identity & Environmental Design
Developed brand identity for the Cold Water Classic in Santa Cruz, drawing from the California Grizzly Bear and the legacy of Jack O’Neill to anchor the event in local history.
Designed a full range of promotional and environmental assets, including posters, apparel, marketing collateral, web graphics, and event media.
Integrated the identity across judges' and competitor areas with custom booth wraps and on-site branding, strengthening visibility and reinforcing the event’s iconic standing within the surf community.
O’Neill “Bragger’s Cup” Surfing Contest
Event Identity & Environmental Design
Developed a coat-of-arms-inspired identity for O’Neill, positioning the event through a lens of heritage and competitive prestige.
Designed promotional and environmental assets spanning print, apparel, digital, and event graphics.
Applied identity across physical event spaces through structured environmental graphics, reinforcing cohesion across competition areas.