In 2019, I was tasked with developing a fresh and modern identity for the LA SURF SC logo, something that would set it apart from the existing branding used by other Surf clubs. The challenge was clear: this is Los Angeles, a city known for its unique and vibrant energy, and the branding needed to reflect that. I explored various visual approaches but found nothing that truly resonated. It was during this creative period that I leaned on my belief that a strong core idea is the foundation of any impactful brand. This insight became the spark that ignited a cascade of visual concepts, ultimately leading to the distinctive identity that LA SURF SC deserved.