I worked with the Los Angeles-based startup,

Urban Barrels

Creating the vision

I kicked off the process with the founders to learn more about their company and what their goals were for the branding. I learned that they are a surf lifestyle company that promotes saving the ocean and that they wanted a unique logo that would connect the urban vibe with their love for getting barreled in the surf.

We both started sketching different concepts and then came back together to discuss what we thought was working and which ideas we shouldn't move forward with. The team gravitated towards the visual that combined a wave with a city skyline.

After a few rounds of explorations, we landed on a final version.

The logo change led to huge growth for the company and they used the logo on their products (from hats and shirts to their famous "bag towel").