Young Ones Student Awards

The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.

2022 Young Ones - Young Ones ADC

The Surfer's Journal

School ArtCenter College of Design / Pasadena

Category

Brand / Communication Design / Branding: Branding Systems / Identities

Annual ID

YO22_A129M

Description

Recently I discovered a new passion for surfing. It is not just a sport, but a way of life. In my quest to immerse myself with my new passion I came across The Surfer’s Journal; a publication focusing on the surfing culture. This new found passion became my case study for my brand/identity class. I felt it was a unique opportunity to develop a new identity system for the storied publication and provide a new vision in content offering that will ensure TSJ present and future. Thru my research I discovered TSJ lacks unique presence against its competitors and are not effective in connecting with a younger audience. My project vision is to take The Surfer’s Journal and inspire young adults to discover surfing in various ways while generating a dynamic community to encourage and motivate each other. TSJ rebranding includes consistent brand identity by using  flexible “S”. It reflects the characteristic of the wave which is a paradoxical state of being calm and active. In addition, it has its own application that users can follow each other and create reels and posting. It has the feature where surfers can review the weather report generated by TSJ and write a review of the surf location in real time. 

2022 Awards

Total Points: 1

Student Merit

Credits

Designer

Soyeon Kim

College / University

ArtCenter College of Design / Pasadena

Professor / Instructor

Ming Tai
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