Ocean Pacific was recently acquired by Walmart and has since struggled to find its own unique voice on the market. To refresh the brand, I decided to come up with a story and persona of a fictional designer being tasked to work on the rebrand; a stereotypical surfer dude, armed with nothing but a sketchbook, a pirated copy of the Adobe suite, and a bad sense of humor. Employing this unusual tactic helped me find a unique, funny, and sincere attitude that I carried through the playfully chaotic visual guideline system, environments, posters, stationery, web presence, etc.
Work in progress! Check back to see more details.