Surfasota
Surfasota is a new fashion brand. It describes the iconic history of the Gulf Coast surf capital of the world; Sarasota.
I am collaborating with Ciera Chase, Senior Motion Designer.
Ideation
As a team, Ciera and I came up with a set of 11 distinctly different design approaches for the logo. With lots of research we tried to come up with logos that showcased the beach, waves, surfing and even some with Native American symbols. The Native American symbol ties back to the myth of the Uzita Indian Tribe finding Lido Key. Below are the initial sketches and vector drawings of our initial concepts
Logo’s 2, 6, 7 and 9 were chosen for further revision.
Concepts
Along with the logo’s revisions we came up with different styles for the brand. One can see the Logo Animation frame and some merch mockups. The concepts Focus (frames 2 and 3) and Gem (frames 7 and 8) were selected for revision.
Below are the revised versions of logos 2, 6, 7 and 9 along with their storyboards.
Final 2 Logos & Iterations
From the four logo’s these two have been selected; which are logos 2 and 6. The challenge now is to make them more relaxed and fun. Color was asked along with other notes to apply. You can find these revisions below:
Final Logo
After all of those iterations we finally came to an agreement on what our logo should be! The logo chosen (logo 6) represents the waves of the ocean, but, it is shown as a stylized way of the Native American symbol for running water. This symbol ties back to the myth we created for the brand. The Logo also represents a surfboard and the colors stand for the beautiful sunsets we have here in Sarasota, FL.
And now the fun part! Merch!!
Pitch Video
Commercials
Next Ciera and I created a few formal commercials that will introduce the brand to the world. These ads will be primarily used for social media. This will include a script and references towards the history, myth and tagline. Then showcasing the brands products and the wonderful scenery around Florida’s Gulf Coast.
This was probably our main challenge throughout the process. Since our tagline is “Surf, Laugh, Live” it was a bit difficult to add humor to our ads; along with not showcasing too much surf when in reality the surf community here is very small.
