PROJECT GOALS
Salty Dog Surf Club is a fictional surf lifestyle brand created to practice full identity design. The goal was to develop a cohesive brand system that captures the playful, adventurous spirit of surf culture while maintaining versatility across packaging, merchandise, and digital platforms.
MY ROLE
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Concept development & brand strategy
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Logo design (primary, secondary, submark, and icon)
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Color palette creation & typography selection
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Brand assets & illustration design
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Mockups (packaging, merchandise, and digital)
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Brand guideline sheet
July 2025 - August 2025
TIMELINE
CREATIVE EXPLORATION
This passion project was created to explore how branding can capture the laid-back, adventurous spirit of surf culture. These were the key focuses that guided the design:
Establish a cohesive brand identity inspired by vintage surf culture.
Design flexible assets that could work across merchandise and digital platforms.
Develop a playful yet consistent color palette and typography system.
Create mockups that bring the brand to life in real-world applications.
FINAL DESIGN
CONCLUSION + TAKEAWAYS
Working on Salty Dog Surf Club allowed me to step outside of client constraints and fully experiment with visual branding. I explored how illustration, typography, and color can come together to create a cohesive identity system that feels both playful and authentic.
Through this project, I:
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Practiced building a comprehensive brand guideline from scratch.
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Strengthened my ability to apply a brand across different touchpoints (packaging, merchandise, digital mockups).
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Learned how to balance creative freedom with consistency, ensuring every asset supported the same brand voice.
This exploration sharpened my confidence in developing distinctive brand systems and gave me new tools I can bring into future client projects.
OTHER WORK
Timeline:
October 2022 - January 2023
An end-to-end app for moviegoers that makes the process of browsing and booking movies a breeze.
ReelHouse Cinemas
PROJECT 01
Mobile Criminal Defense Lawyers Association:
A website designed to educate and inform the public of Mobile, AL on matters pertaining to criminal defense.
Timeline:
March 2025 - April 2025
PROJECT 05
