SIC Maui

OVERVIEW

COMPANY: SIC MAUI
ROLE: CREATIVE DIRECTOR
TYPE: BUILDING A BRAND FROM THE GROUND UP
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, online 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 & ONLINE COMMERCE CONTENT

• ONGOING CREATIVE DIRECTION