From go to whoa, Dan is the surfboard shaper, glasser, fin installer, sander and finisher. Working one-on-one with his clients enables him to get a good understanding of their specific needs resulting in a true, one-of-a-kind custom surfboard that is functional, fun and uniquely special to it's new owner.
For Dan, word of mouth was how he built his business, predominantly shaping for his mates throughout the Gold Coast and Norther New South Wales regions. Keen to expand his reach, he was looking for a way to better communicate his services and unique product. Without any form of branding, website or means to share his story, all forms of communication was ad hoc and inconsistent.
A logo based on Dan's initials in the shape of a wave was developed with a hand made feel to reflect his personalised service. Accompanying this is a simple positioning line—'one-of-a-kind'.
As an interesting extension of the 'one-of-a-kind' theme, a series of illustrated decals based on mythological sea creatures were created to identify the three main surfboard performance styles.
With a solid foundation for his brand story in place, a simple but effective website was created.