Project goal:

Design a refined and nostalgic brand identity for High Tide Society, a surf community that blends the thrill of wave riding with a deep sense of belonging. Offering surf classes and a tribe-like atmosphere for ocean lovers, the goal was to craft a visual identity that captures the soul of the sea while expressing timeless elegance and subtle luxury.

Design decisions:

Guided by the tagline “Ride the Tide, Join the Tribe,” the brand identity draws from vintage surf culture while adding a modern, polished edge. Elegant serif typography brings in a sense of heritage, while warm, sun-soaked tones echo beach days and golden-hour surf sessions.

The visual direction strikes a balance between adventure and sophistication — designed to reflect both the energy of the waves and the calm of coastal living. From logo design to marketing visuals, every touchpoint invites connection, belonging, and that shared love for the ocean.

Brand Strategy • Visual Identity • merchandise • Marketing Material