totem

surfboards

Branding & Fabrication

DELIVERABLES: Surfboard, Logo, Social Media Brand Identity, Imagery & Wetsuits.

PROGRAM: Illustrator, Photoshop

In Spring 2024 I took a surfboard design and fabrication class. This class focused on the fundamentals of surfboard design for specific performance characteristics, the fabrication of the surfboard using traditional shaping techniques, and embellished my design with a custom logo. This project was a cross-disciplinary approach to industrial design, problem-solving, creativity, and critical thinking.

PROJECT OVERVIEW

In addition to the fabrication of the surfboard, I designed artificial branding for the surfboard and composed touchpoints to develop it further. TOTEM is a women’s surf and lifestyle brand. The brand name derives from a totem being a spiritual symbol representative of the person and what feeds their soul. For me, surfing is a sacred connection to myself, to god and to the earth.

project concept

LOGO

Logo when used on a dark background

Logo when used on a light background

The pictorial mark can be used on its own or in addition to other elements to represent the brand.

The eye symbolizes our intuition, and the plant rising out of it represents growth. TOTEM as a brand encompasses enlightenment, growth, connection, and evolution in all aspects of life whether it physical or spiritual.