Monterey Surf School
Monterey Surf School was founded in 2025 by big-wave surfer and lifeguard Paul Wetterau, who wanted to serve others by promoting healthy living, and empowering a local culture of environmental love and respect. Beginning at square zero, MSS needed a path forward and the momentum to succeed.
The Goal
To understand and share the unique value and potential of MSS.
My Role
Brand and Visual Identity, UI Design, Strategy Consulting.
Brand Strategy Workshop
We started with a brand workshop to help Paul understand what made MSS unique and how his personal brand would affect his company. We used free-writing and dot voting to determine the brand essence. We decided to play on the juxtaposition between the restrictive stereotype of school and the liberation of playing in the ocean.
Visual Identity
Website
Logistically, the MSS website needed to offer potential clients the option to;
sign up for surf lessons
sign the liability waiver
provide wetsuit sizing information
and pay in advance.
Realistically, the deeper need was to provide those seeking adventure with a reconnection to what is real and wild within themselves.
We accomplished it all.