The Hawaii Surfriders is a fictional professional basketball team affiliated with the National Basketball Association.
For this student identity project, my focus was to create a system that canboth presents the characteristics of the team and develop a connection withits fans.
Our basketball franchise is dedicated to a championship culture, and committed to being a pillar of pride and inspiration for our fans whether it’s in the arena or the community. Guests come for the Surfriders’ superior plays, stay for the entertainment experience, and leave with lasting memories for the whole family. These are our promises to each fan.
Our audience is passionate and fun-loving. We target not only the residents of Hawaii, but also basketball fans everywhere who share the same values as us.
We’re a proud franchise, but not too serious. We’re playful and enjoy staying chill, but we ain’t no pushover. Powered by ambition, our organization is driven to succeed for our fans. Beyond the court, we’re proactive in caring for the community that supports us.
The style of sports team logos generally consists of strong type and vibrant colors. I wanted to not only illustrate that style in the logo but also express the personalities of the brand. I chose to identify the team with a surfboard rising at the top of a wave instead of a mascot. One of the team’s main emphasis is fan participation. I want to convey the sense of togetherness in which anyone can be riding that wave, and that the “Surfriders” identity is all of us.
Shopping bags from the arena’s store features the profile image of the players
A drawer style box presented to VIPs containing exclusive team merchandise.
Adopting the franchise’s signature colors palette to create an environment that matches the brand personality.
A website with a modern UI design and a cohesive theme that reflects the Surfriders identity. It fulfills the purpose of providing general team information to fans. The engaging and clean layout distinct it between other NBA team sites.