WSL Rising Tides | Visual Identity Refresh
In 2022, the World Surf League announced the return of its Rising Tides program, which has the goal of inspiring the next generation of female surfers. The program provides the opportunity for girls across the globe to connect and surf with the world’s best surfers.
Having taken my own first surf lesson at age 14, it was so rewarding to have the opportunity to work on the refreshed brand identity for this important program and to see the yellow jerseys take over the lineups!
Client: World Surf League
Creative Director: Jason Penning
Scope: Identity Design, Art Direction
Objectives for the new identity:
In addition to feeling aligned with World Surf League’s updated visual system and color palette, there were a few other goals for the refresh:
Inspire and motivate
Feel inclusive, energetic and fun
Appeal to a young demographic
The Rising Tides program welcomes girls in a range of ages and backgrounds, so it made sense for the visual identity to also nod to that diversity, which was accomplished by using a mix of typefaces in the logo. The graphic beachy shapes, action photos, bright color and wave patterns help the identity feel energetic yet laid back and inviting.
