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Surf Co.

Brand Development and Clothing Design

Emerging from the rocky coastal areas of Northern California, this small startup entered a market saturated with visuals of bright cerulean skies, aqua-blue water and hand-drawn typography—imagery that did not match the aggressive nature of the Northern Californian surf or the Scandinavian roots of the company’s founder. Instead, Shegeek coined "Inspired, Not Manufactured" as a new approach to the brand and created a dramatic atmosphere using imagery which alluded to the Northern Californian coast, and typography which matched the clean and utilitarian aspects of the founder's roots.

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