Overview
The Forever a Surfer (FAS) Magazine was a marketing campaign designed to connect with 700,000 surf enthusiasts during the Vans U.S. Open of Surfing in Huntington Beach, California. The magazine captures the raw essence of surf culture through unfiltered photography and authentic lifestyle stories from local surfers of the Forever a Surfer lifestyle movement. In conjunction with their presence at the Surf Open, the magazine was distributed to increase brand awareness, serving as a cultural artifact that resonated with locals. This magazine drove engagement and positioned the company as a legitimate supporter of the local surf community. As a result, our magazine became one of those rare marketing pieces that made it home from Huntington Beach.
Strategy + Branding
Brand Design · Art Direction · Documentary photography · Typography Systems · Print Production
- Duration: June-August 2016
- Team: Fas Lebbie, Nick Jones, Lance Lowry, Johnny Graham
WHAT I BROUGHT
I developed the magazine's creative vision and brand design system, directing documentary photography that captured authentic surf lifestyle moments. I selected typography systems and visual treatments that supported the integration of lifestyle and product narratives throughout the publication.
I managed the complete print production process, from paper stock selection to binding decisions, overseeing event booth design and strategic distribution.
Campaign Background
The U.S. Surf Open in Huntington Beach, California, attracts over 700,000 attendees eager to see the world’s top surfers compete. At this event, FAS Surf designed and delivered a lifestyle magazine that engaged attendees. The magazine featured local surfers from notable surf locations, weaving stories that showcase the everyday lived experiences of different cultures. This initiative aimed to raise awareness of the company’s humanitarian efforts and connect with the community in an industry where brands often appear to be outsiders.
My Approach
Influenced by surf culture while growing up in San Clemente, a renowned surf town, surfing became an integral, healthy alternative lifestyle activity. As a strategic designer, I prioritized authenticity by working with locals for a feedback loop, ensuring that every design element reflected the true essence of surf culture by eliminating inauthentic elements.
Design Process
To effectively connect with the surf community through the Forever a Surfer magazine, I investigated how brands engage with surfers at major events. We conducted photo documentation, interviewed local surfers, and analyzed successful publications within the industry. The research influenced a minimalist design that reflects the surf community’s values, utilizing documentary-style photography to capture authentic, candid moments rather than staged poses. By weaving product stories seamlessly into lifestyle narratives, I created content that resonated deeply with surfers, offering them something meaningful and valuable that aligned with their love for the sport and its culture. We focused on strategic distribution in high-traffic areas during the Vans U.S. Open, where each placement felt like a natural discovery, treating the magazine as a cultural artifact rather than promotional material.
Campaign Strategy
Authentic surf culture magazine distributed with local brand ambassador at Vans U.S. Open event.
Design Interventions
Designed a lifestyle magazine featuring local surfer stories and documentary photography that positioned FAS as genuine community supporters, not outsiders.
Design Choices
Seven iterative design explorations testing layouts, typography, and photography approaches before selecting the final design.
New Followers Gained
Sustained week-long social media momentum beyond initial event, indicating lasting brand connection and interest
Surf Blog Features
Earned organic media coverage from respected local surf culture publications, validating authenticity and community acceptance
Magazines Distributed to 700,000 Event Attendees
Hand-to-hand distribution at the event booth, creating personal brand connections with targeted surf community members
Reflections & Impact
The impacts of the magazine, which immediately generated significant social media growth, began laying the foundations for establishing FAS (Forever A Surfer) Movement as a legitimate voice within the surf community. The Forever a Surfer magazine was featured in three local surf culture blogs, which helped strengthen relationships with key influencers in the surf community.
Next Steps
- Expand the magazine to a quarterly publication covering additional surf destinations and communities.
- Develop a digital platform integration with QR codes linking print stories to video content.
- Explore sponsorship opportunities with surf competitions beyond the U.S. Open.
