Let's be honest, safety isn't exactly thrilling - especially for a customer base that craves the adrenaline rush of putting their lives at risk.

We understood the importance of spreading our message without coming across as overly cautious, as most surfers don't enjoy being smothered with excessive care.

Therefore, before diving into the product's art direction, we crafted three campaign posters to test out our messaging and brand appearance

During this process, we learned that customers reacted negatively when we presented a look and feel that emphasized caution and care. Instead, we found a winning combination that strikes a powerful balance, reinforcing adrenaline and strength.

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