Applied Graphic Systems  ⓒ  julian Smith
   
Design Direction & Re-Branding for Portugal Surf Shop & Brand Magic Quiver
+
Exterior / Interior sign installation in collaboration with Jamal Gunnbecker
The brief was to create a new identity based on the MQ experience shop re-launch. Taking a look at what makes them tick, from music, art, architecture to photography, film, throwback era archival vaults etc. Distilling their inspirations in to a visual cue, I set up a tool-kit of graphic assets, logo lock ups and logotype variations for their brand communication. In turn guiding their initial creative strategy, pollinating Magic Quiver physical and digital communications spanning apparel, surfboards, collaborations, merchandise, publications, events etc.

Photography by Julius Bauer

The initial masthead (Dr.Sun) logo was utilized in both Magic Quiver Shop and Villa facade window locations. Joining forces with the hand style master Jamal Becker was the only way to approach this multi location install. Over the course of a week Jamal and I had creative sessions with the Magic Quiver team to distill the options for the communication of the logo on various exterior surfaces. From there Jamal leaned in to his mastery working with his well organized and maintained brush kit, paint tools and One Shot paint. They don’t call it one shot for nothing! ;)
 Three days onsite the exterior installation required a decent amount of planning and organization. Each location presented visual challenges. Understanding how glass surfaces reflect and diffuse depending on time of day and night, back lit by shop lights or day lit by direct sun gave us the mission to find placements of the logo to work well with the lighting challenges. A Big thank you to Jamal for making the trip over and sharing his extensive knowledge on paint, surfaces, light, form, installation - a deep master class in technique.

 Work sessions at the Magic Quiver offsite HQ, developing identity though sketches, copywriting, philosophy of brand discussions, scanning, editing and so on. Working in tandem with owner Mario was a good exercise of communication with client and design studio. Developing a working system and structuring creative phase rollouts was a key part of my organization of the process. Once that had been established we were ready to refine our ideas through a series of hands of work sessions, finalizing the graphic tool kit and critiquing visual cues turning the brand’s visual identity in to a fully functioning creative outpost for the Magic Quiver Experience.
 Much like the graphic approach for the brands apparel and wetsuits, I needed to develop a toolkit for their initial quiver of boards. Setting up a system for scaling logos proportionally to the size of board was an important phase to this project. I wanted to ensure that the glasser felt that no matter what size board they had in their quiver, that they had an answer ready for how to place the logos. A board graphic placement bible of sorts. As well, of equal of importance, I want to protect the composition field to create a dynamic visual story with brand continuity across the board lineup so if you see the board by it’s self or together with other boards in the shop, nothing clashed visually. 

Studio Info  
AGS303 | Alaró, Islas Baleares