Channel Islands Surfboards | Demo Tour 2014

For the 2014 Channel Islands Surfboards Free Ride Demo Tour, I created a completely new event identity rather than repeating the previous year’s campaign. The tour again brought new Channel Islands board models directly to surfers at beach locations across the country.

This year’s visual direction was built around high-impact surf photography, oversized typography, bright yellow and light blue accents, and dark photographic overlays. The combination gave the campaign a more energetic, immediate feel while allowing important information—dates, locations, times, participating board models, and sponsors—to be communicated quickly.

The system was carried across the primary tour graphics, digital advertising, and a large series of location-specific social media posts. Because tour schedules could shift with conditions, the design also needed enough flexibility to accommodate rescheduled dates and changing information without losing the campaign’s visual identity.