Sidewalk.AF: The Mission to Take People Offline Using Instagram
Art Direction for Skate, Surf and Live Entertainment
Project description
Skateboarding, surfing, and outdoor brands thrive on authenticity and creativity to stand out in competitive markets. As a Creative Director specializing in concept art, branding, and event production for action sports, I’ve helped brands break through by designing engaging campaigns and unforgettable experiences that resonate deeply with their audiences. From skateboard brand launches to surfing events, this case study demonstrates how I utilized creative design, social media strategies, and event branding to drive tangible results, boost brand loyalty, and create immersive experiences that leave lasting impressions on clients and their communities.
Skateboarding is one of the most raw and authentic industries out there—loud, irreverent, and built on creativity in public spaces. It is not just about selling a product; it is about being part of a subculture that values authenticity above all. Breaking into this space requires more than just offering a product; it requires delivering something real that resonates with the community. In this case study, I’ll show how I leveraged design, marketing, and event production to connect with the skate and outdoor communities—building brand loyalty without trying. From concept design to successful campaigns, this is how we tapped into the core of what the audience truly needs and set ourselves apart.
Promo design to inform about upcoming services.
Creating Communities for Skate & Surf Brands
The goal wasn’t just to sell skateboarding events or surf lessons—it was to create a cult-like following for skate and surf brands, where people connected emotionally with the experience, not just the activity. Similar to how Apple sells a lifestyle and Starbucks markets a social experience, I aimed to build deep emotional bonds within the skateboarding and outdoor industries. It wasn’t just about the skateboards; it was about community, friendships, and a return to an analogue, non-digital lifestyle.
Leveraging my expertise in branding, concept design, and event marketing, I crafted a visual identity rooted in nostalgia. By using 90s-inspired textures like cardboard cutouts and graffiti, I established an authentic, analogue aesthetic. I deliberately obscured skaters' faces in visuals, letting the audience project themselves into the imagery, forming a personal connection with the brand.
This Creative Direction Was Key for Brand Growth
This project allowed me to expand my skillset beyond video games and film into the skate, surf, and outdoor lifestyle markets, applying tested marketing strategies and brand-building techniques. I wanted to push the limits of visual design, marketing, and social media engagement, drawing from stories like Fyre Festival and Uber’s market strategy in China.
Fyre Festival: A luxury music festival marketed as the “greatest event of the decade,” which generated massive hype with influencers and social media campaigns. Despite selling out tickets at astronomical prices, it turned out to be a disaster, leaving attendees stranded with no infrastructure. The power of its marketing—though ultimately a scam—showed how effectively you could create a sensation, even if the product didn’t deliver, people buy the why of the product and not what it is on the surface.
Uber’s China strategy: In an attempt to enter the Chinese market, Uber faced fierce competition from local ride-hailing companies. These companies offered free rides for extended periods, making it impossible for Uber to gain a foothold. Eventually, Uber had to withdraw from China, showing how strategic long-term giveaways can eliminate competition by hooking customers first.
The results were clear. For example, a surf event we organized sold out with 20 signups, forcing the business to hire two additional surf instructors and maintain a waiting list of 5 more. Typically, this business struggled to fill more than 5 or 6 spots in the offseason. By combining effective branding, social media strategy, and event promotion, we not only filled spots but also grew brand awareness, driving local and online engagement.
Challenges and Creative Solutions at This Stage
My strategy at this stage involved in-depth research, moodboards, and persona development to fully understand the audience. While competitors simply sold lessons, I set clear OKRs focused on building a long-lasting community. Inspired by Uber’s China approach, I offered free skateboard rentals to draw in first-time participants. These initial touchpoints transformed into long-term community members, returning for future events, buying their own boards, and growing the local skate scene.
Even as a one-man team, I built a self-sustaining community where brand engagement, event participation, and customer loyalty thrived.
Persona Profiles: A Key Direction to Immersive Experiences
Jeff Bezos, the former CEO of Amazon, famously leaves an empty chair in his meetings as a symbolic reminder of the customer. It serves as a way to keep the team focused and creative on the end user, their needs, and how the decisions they make will impact them. It’s a way to anticipate their needs and make sure every action is customer-centered.
While I didn’t have an empty chair in my office, I created a Persona Profile—an in-depth representation of the target audience attending skate and surf events. This profile helps align the design and experience with the audience’s wants and needs, ensuring that the event isn’t just about selling products or services but about delivering an unforgettable experience.
By using the persona, I made sure there was an overlap between what the audience desires and the event's objectives, so we could craft something that truly resonates.
In any successful campaign, graphics, marketing strategy, and photography must work together—none of these elements operate in isolation. The message needs to be cohesive, ensuring that the tone of the copy mirrors the visuals, creating a unified brand experience.
Every piece of text we create, should align with the brand's visual language, reinforcing the core message and emotional connection being communicated. Consistency in both words and images is key to building trust and engagement with the audience.
Design Directions for Kiber Surf School Event Poster
Emotional Connection and Surf Lifestyle: In this poster design, I highlighted the emotional aspect of surfing. The focal point is a smiling surfer, representing the fun and positive vibes of the surf culture. The other surfers in the poster are anonymous, allowing viewers to imagine themselves as part of the event. This decision was based on my understanding of branding for surf schools—it’s not about selling a lesson; it’s about selling the surfing experience.
Highlighting Surf Lesson Value: Beginners often don’t know what’s included when they sign up for a surf lesson. To make it clear, I listed all the extras: surfboard rental, wetsuit, locker, skate warm-up, and even a free extra class. By visually highlighting these benefits with orange plus signs, I made sure Kiber’s surfing package stands out. It’s about showing the full value of what they offer, beyond just the lesson itself.
Clear Event Information: Based on journalism principles, I ensured the poster clearly answers the key questions: what, when, where, and why. The date, location, and event details are prominently displayed to avoid any confusion. The “why” of this event is simple—good vibes and a fun surf experience.
Today, the skate and surf community is more emotionally connected, engaged, and loyal to brands that truly understand them. Through this project, I didn’t just sell surf lessons; I created a lasting, authentic experience that resonated deeply with people's lifestyle desires. As a result, Kiber Surf School achieved more than just a sold-out event—they gained a significant boost in social media presence and brand loyalty.
What changed? It shifted from being a simple surf lesson provider to becoming a brand that offers a memorable, community-driven experience. Kiber Surf School, Waimea, and others now have stronger community ties, fueling sustainable growth and long-term loyalty.
Was the goal accomplished? Absolutely. We built an environment where people felt a genuine sense of belonging, making sure the brand remained top-of-mind long after the event ended.
Social media engagement after the visual direction was applied.
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Posted Mar 23, 2025
Skate/surf community built via emotional branding & 90s nostalgia. Event engagement went up 400%, after brand re-work, driving signups.
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Timeline
Nov 4, 2022 - Jul 6, 2024
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