Coast Club Visual Identity

Coast Club is a California surf brand inspired by sun, sea, and community. The identity reflects the carefree, sun-drenched spirit of the coast, nostalgic yet modern with warm, sun-washed tones and textured, lived-in graphics that feel naturally rooted in beach culture.

The concept began with the shaka hand gesture combined with radiant sunbeams, symbolizing connection, good energy, and the warmth of coastal life. To explore how this idea could translate visually, I used lovart.ai to generate early stylistic directions and mood explorations. These visuals helped me experiment with tone, texture, and atmosphere before refining the direction.

Once the aesthetic foundation was clear, I brought the concept into Illustrator and developed a clean, cohesive logo system creating a custom primary mark, secondary logo, and submarks. Lovart played a key role in shaping the early visual language and guiding the overall tone of the identity.

With the brand direction and logo suite complete, I expanded the Coast Club world through immersive branded mockups. The mockups were made using Lovart, with light Photoshop refinement to finalize the presentation. I applied the identity across surfboards, apparel, signage, and environmental scenes to show how Coast Club could live in real coastal environments and connect with its community.

The result is a cohesive, expressive brand concept that captures the warmth, optimism, and laid-back energy of California surf culture. Coast Club highlights how Lovart can support both the exploration and visualization stages of branding from shaping creative direction to building polished, immersive brand assets.

Logo suite • Color palette • Social media posts • Poster ads • Environmental mockups