Work: Currently a Design Manager at Meta.
Education: Currently a Ph.D. student in Design at Carnegie Mellon University. I earned a Master's in Strategic Design & Management from Parsons School of Design. I also earned a BS in Entrepreneurship and a BA in International Studies from the University of Utah.
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How do you raise awareness among surfers to embrace social justice in developing nations through surfing?
Empower surfers to gain more perspectives around the world and leverage their skills in surfing to build relationships
A week-long surf campaign that drew talented surfers together and informed them on how they as individuals can creatively impact the world through lifestyle wear and social justice. I combined their immersive brand experience with an effective brand story that helped bridge a gap between their surfing and non-profit marketing strategy
October - November 2017
As a humanitarian surf and lifestyle brand that teaches surf lessons to underprivileged youth, Fas Project needed to build more awareness among surfers. Many passionate surfers were already working on social justice platforms at home and in developing nations around the world.
Surfers partnered with the nonprofit Fas Project, blending creative surf and skate culture with a non-profit cause.
People who surf often feed their obsession through world travel. The waves they seek to ride are at times found in some very 'undeveloped' parts of the world. Therefore, the campaign's goal was to inform or introduce the company's mission of new surf initiatives in local communities across the world to surfers through lifestyle clothing and surf competitions in Orange County, California, to inspire surfers and dreamers toward socially-conscious action.
I combine storytelling with lifestyle activities, in order to tell the brand story and present the campaign in a form of “play”.
We fused vibrant colors representing boldness, creativity, and social action together. Yellow suggests golden sun: white, the pure sands. Green represents wholeness and life, the intent of nonprofit work.
The campaign design’s identity in gear and surfers authenticity struck a balance between surfing, creativity, and style. The stylish designs encouraged wearers to celebrate their individuality.
The campaign design’s identity in gear and surfers authenticity struck a balance between surfing, creativity, and style. The stylish designs encouraged wearers to celebrate their individuality.
The campaign design’s identity in gear and surfers authenticity struck a balance between surfing, creativity, and style. The stylish designs encouraged wearers to celebrate their individuality.
In California and Hawaii, we partnered with local surfers passionate about social justice around the world. We discussed how they can integrate those convictions into serving people around the world through surfing.
By working with unique influencers from each of the world's surf centers, like California, Hawaii, and Australia, the campaign created an original lifestyle & humanitarian brand for fellow surfers, adventurists, and ocean addicts who travel the globe.
Through surf competitions and word of mouth, more campaign influencers like RedBull model Candace approached the team for a chance to represent the company as a brand ambassador. This led to the initiation of the Ambassador program for the company across beach cities.
Through surf competitions and word of mouth, more campaign influencers like RedBull model Candace approached the team for a chance to represent the company as a brand ambassador. This led to the initiation of the Ambassador program for the company across beach cities.
Through surf competitions and word of mouth, more campaign influencers like RedBull model Candace approached the team for a chance to represent the company as a brand ambassador. This led to the initiation of the Ambassador program for the company across beach cities.
Our sponsored surfers spend entire days connecting with kids, teaching them to surf, and relentlessly searching for that one thrilling, perfect wave that makes them feel they are soaring on water. These surf clinics are a great way to build confidence, make friends and have fun learning the incredible joy of Surfing.
Why did surfers gravitate to the contest? The campaign gave a sense of belonging and legitimacy at a time when society viewed surfers as slackers. They also do it because they find a thrill in the process. This love of challenge shares similarities with the mindset of nonprofit work: solving the unsolvable.
The surf contests bridged the gap between surf culture and Fas Project nonprofit work, proving that a socially-conscious surfing brand was a way to create a surfer’s paradise and better the world through social action.
The campaign didn’t just draw surfers. It inspired several models to collaborate: people who loved the design and comfort of the clothing, and the social impact agenda driving the company's activities.
The campaign didn’t just draw surfers. It inspired several models to collaborate: people who loved the design and comfort of the clothing, and the social impact agenda driving the company's activities.
The campaign didn’t just draw surfers. It inspired several models to collaborate: people who loved the design and comfort of the clothing, and the social impact agenda driving the company's activities.
The team believes the impact of the campaign may be far-reaching as more eager and creative young surfers step out to change the world in ways no one else has imagined.
Surfers came together to compete to raise funds for the Fas Project. The campaign drew surfers to developing nations to teach a positive lifestyle. It celebrated surf culture and inspired surfers to think about how they as individuals might creatively impact the world with their lives and passions.
