Cultural Impact
Genuine surf community narrative integration
Direct Outcomes
Successful integration of Africa social mission
Community Acceptance
Authentic connection of beach and street lifestyle
Key Discoveries
Personal narratives drive stronger engagement
The FAS Surf Magazine was a marketing initiative designed for the surf company FAS Movement. It aimed to activate its “Forever a Surfer” campaign to connect with 700,000 surf enthusiasts during the Vans US Open of Surfing in Huntington Beach, California. The magazine captures the raw essence of surf culture through unfiltered photography and authentic lifestyle stories from local surfers and followers of the Forever a Surfer lifestyle movement. In conjunction with their presence at the Surf Open, Fas Surf set up a table to distribute the magazine for free and sell additional copies to increase brand awareness. Instead of merely promoting products, we crafted a piece that surfers genuinely wanted to keep—a cultural artifact that resonated with them. This magazine drove engagement and positioned Fas Surf as a legitimate supporter of the local surf community. As a result, our magazine became one of those rare marketing pieces that made it home from Huntington Beach.
My Role
I wore two hats for this project—brand designer encompassing the magazine’s creative vision—from photography direction and typography selection to paper stock and binding decisions—alongside designing the event booth experience.
Project Duration: June – August 2016
Team: Fas Lebbie, Nick Jones, Lance Lowry, Johnny Graham