Ruff Waves

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Ruff Waves

2023 Dog Surfing Competition

CREATIVE BRIEF

Role:

Branding & Surface Design

Target Demographic:

Dog Owners, Families, Sponsors

Objectives:

Surface Design

Branding & Logo

Event Branding

Hang Ten... or Eight?

: design for the wild at heart

RUFF WAVES is an annual dog surfing competition where pawsome competitors shred the waves for a chance to win the Wave Rider’s Champion Bowl. The design goals were to create an event with a welcoming atmosphere for dogs and their hairless (or less hairy) companions to a exhilarating day on the waters. For land-lovers, this event also hosts dog costume competitions, food vendors, games, photo booths, and a scavenger hunt

Surface Design

ICONS

Patterns 1 & 2

Pattern 3

Badges 1 & 2

Badge 3

Branding & style guide

Word Association:

Logo Iterations:

Final Logo:

Responsive Logos

Typography:

Heading / Title

The subtle curved serif on some of the letterforms resemble waves in motion. The textural quality of this typeface implies that these letters have been left out to weather in the salty sea breeze.

Logo / icon / pattern

The inline in this typeface is reminiscent of raffia or bamboo umbrellas on tropical beaches or the wood grain on planks that make up the pier

Other typefaces

icon / Pattern

Icon / pattern

Event book: subheading

Event Book: body text

Color Palette:

Event Branding

Flyers & Ads

The flyers depicted dogs in action poses or in humorous situations to demonstrate the inclusive attitude of RUFF WAVES. While this event is a competition for the more sporty wave riders, RUFF WAVES also invites families, animal lovers, and really anyone passing by the beach to have a pawsome time!

Other ad movements include posting metal signs on the beach by bike paths and near the pier. The teal branding color was used for the metal sign so that it would not be mistaken for a warning/hazard sign and its unique hue would catch the attention of beach-goers in the area.

Level badges
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Level badges

Badge passes for the main event are distinguished by color: teal for competitors, orange for vendors and gray for Event staff. Each badge comes with a custom colored lanyard that matches the badge.

Maps

Lost? Well, there is just a whole lot of sand and water... But, don’t fret! Check out the event maps located by the bike paths or go to the website for more info on specific event locations and vendors.

Digital ART Contest

Digital Art Contest

Every year a local artist is chosen to digitally create a poster of last year's dog costume contest winner.

Last year’s costume contest goes to Bruce, sporting a teal shark life-jacket. This adorable dogo loves to chew on sandals and steal cheese sticks from the fridge at night. Grab this jaws-dropping poster at the official RUFF WAVES merch store!

Event Booklet

The event booklet is a “behind the scenes'' compilation of RUFF WAVES production, promotion and design. These booklets can be purchased or hand-made during the event. Volunteers will be available to demonstrate how to create a buttonhole stitch bookbinding for these booklets. Laying out the booklet flat on the spine reveals a surfboard that is formed from the die cut on the front and back cover.