Coastal Turf is a small landscaping company in New Smyrna Beach, Florida. The owner, let’s call him John, is an avid surfer who works hard to support his beach-bum lifestyle. John keeps several boards in his trailer, and because he only takes clients on the beachside, he often heads down to the water between jobs to catch a few rides. Because of the steady influx of new clients, he recently had to hire a second crew to keep up with this way of life and decided to take the opportunity to create a brand for his growing company.

This company exists for one purpose, freedom. Namely the freedom to surf. So, we used the visual language of surf lifestyle brands to show New Smyrna what makes Coastal Turf so special.

The mark is both a blade of grass and a crashing wave against a rising sun. The bold, condensed typeface was chosen to contrast the flowing curves of the mark. And the pastel colors reflect the relaxed feel of the company’s personality.