Greenlines
Introduction
Surfers have always loved and protected the ocean. In 2007, sustainable options and corporate transparency were a rarity. Greenlines’ founders wanted a classic boardshort that didn’t harm the environment or contribute to greater waste. Made from recycled plastics with profits dedicated to conservation, it was a privilege to help them develop an enduring brand, identity, and e-commerce suite.
Logo Design
Derived from the horizon lines that when looking out towards sea, the logo was a representation of what a surfer would idealize as perfect - big clean waves colored by the depth of the ocean.
E-Commerce Suite
Wow. 2007 is ancient in the timeline of digital work, but this was one of my earliest full-service projects. Built on .PHP and antiquated HTML/CSS, it felt like a breath of fresh air with it’s edge-to-edge photography, clean typography, and focus on product. While I’m incredibly grateful I never have to code in oSCommerce again, this project taught me how to advocate for design with a client who didn’t have the vocabulary to express themselves and their goals.
Photography
As someone who grew up in Queens, NY, it meant a lot that Greenlines was open to location shooting off Montauk and the Jersey Shore. While PacSun, Quiksilver, Billabong, and the veterans of surfwear opted for sunny California or dreamy tropics, we believed in building a heritage for the brand that reflected the reality of surfing in the US — it includes the east coast.
Riding a minimal budget, we signed up friends and family to model. For months we shot pictures trying to catch the perfect action joined with the setting sun, Jersey tans, and the crisp Atlantic ocean.
