SIC Maui

OVERVIEW

COMPANY: SIC MAUI
ROLE: CREATIVE DIRECTOR
TYPE: GROUND-UP BRAND BUILDING
FOCUS: BUILDING THE WORLD AROUND THE PRODUCT

SIC Maui started with the right ingredients and not much else: a renowned board shaper, genuinely good boards, a diehard following, a logo, and a small but real foundation. The opportunity was to build the whole brand around that starting point and give people a reason to understand what made it matter.

As creative director, Josh helped shape the identity, product and packaging graphics, photography direction, social content, e-commerce, and overall brand direction. The work connected product, story, and visual expression as the company grew from a small foundation into an established global brand.

WHAT THIS INCLUDED

• BRAND STRATEGY & IDENTITY

• PRODUCT & PACKAGING GRAPHICS

• PHOTOGRAPHY DIRECTION

• SOCIAL & E-COMMERCE CONTENT

• LONG-TERM CREATIVE DIRECTION