2 Mile Surf Shop
Rebranding 2 Mile surf shop in Bolinas, California was a collaborative effort with my sister, Tina Hardison. We worked together with the owner, Drew Reinstein, to develop the brand voice, mission, and ethos. Together we created new logos, color ways, and brand standards for him to use across the web, social media, in his store, on apparel, and surfboards.
Tina guided the branding workshop, made their website, and worked with me on art direction.
I developed the logos, and the iconic 2 that is used across all the branding. I also drew a set of graphic illustrations to be used on everything from the website to apparel. In addition to collaborating on the branding material, I designed and painted several signs to be used in the shop.
2 Mile Surf Shop is located in the small hippy beach community of Bolinas, California. The name “2 Mile” comes from the history of locals in Bolinas trying to keep their town a secret. The locals would always tear down the road sign on HWY 1 that marked “2 Miles, Bolinas” to try to keep their town hidden from tourists. To this day, there is no road sign marking Bolinas.
Drew wanted his logo to pay homage to this history, and reference the torn down road sign. The primary and secondary lockups are both inspired by road signs, but with the flexibility to be used with or without the green rectangle.
Drew writes an excellent daily surf report that capture the hippy mysticism that defines the down. It starts with an image of the crystal and magical language describing the surf conditions. More serious minded surfers find it frustrating, but anyone who understands the town and is open to a mystical communion with the water totally gets it. The language of the surf report defines his brand voice and informed the entire design process.