BRAND IDENTITY PLAYBOOK

After several seasons consulting for the French surf brand OXBOW, I stepped into the role of Creative Director with a clear mission — to rediscover and redefine the brand’s core values, then translate them into products that felt relevant, on-trend, and commercially strong.

Much of my early work involved deep research into OXBOW’s heritage — studying its archives and speaking with people who were part of the brand during its most iconic years. Those insights became the foundation for rebuilding a design language that celebrated OXBOW’s authenticity while evolving it for a new generation of surfers and outdoor enthusiasts.

The result was a brand playbook — a unifying guide that outlined the creative vision, design direction, and product principles. This allowed the design team to work cohesively, ensuring every piece of apparel, accessory, and visual asset aligned with a clear and consistent brand identity.