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Background

Billabong has lost its appeal. The brand is stretched so thin to various subcategories that has lost its brand equity (currently at $0 value).

Task

Take the brand back to its root and make Billabong appeal to the surfer cult.

Thought

Billabong makes surfers, not clothing.

Because

Surfing is not a sport. Surfing is a lifestyle…is a state of mind. A self-disruption. An addiction. It’s the closest feeling of being one with the nature.

My contribution

Concept + Experience Design + store Visual/Interaction Design + Posters/Book Visual Design + Strategy

Team

Karen Hymes - CT

Nicole Lague - CW

Nicole Smith - AD

Emily Uram - AD

VCU Interior Design Undergrad