USA BIL I T Y & R ESE A RCH

PRO J ECT OV ERV IE W

I N TR O D U C TI O N
Sacred Craft
Surf Expo
®
Once a year in San Diego, California: Surfers, Shapers,
Designers, Craftsman, Manufacturers, Foundations and
other Enthusiasts gather at the Sacred Craft Surf Expo
in Del Mar California. Over 100 exhibitors line the Expo
floor, fun giveaways, live demos, bargain deals, and
presentations. Every year there is different entertainment
events, food, beer and live music.
USA BIL I T Y D O CU M EN T

TA B LE O F C O N TE N T S
PROJECT OVERVIEW
THE USERS
DESIGN
INFO ARCHITECTURE
3Introduction
8-10Competition
21
Mood Board
42
Controlled Vocabulary
4
Goals and Objectives
11
Stakeholders
22
Past Event Photos
43
App Flow Chart
5
Target Platforms
Target Audience
23
Word List & Key Words
44
Closing Page
7
Sales Data Research
13-20
Personas & Narratives
24-27Research
8
Swot Analysis
12
28-29Logo
30Poster
31Brand
32
Mobile Flow Scenario
33
Mobile App Wireframe
34-37 Mobile App
38
Desktop Translation
39
Mobile Colors
40
Web Colors
41
Typography Choice
PRO J ECT OV ERV IE W

O B J EC TI V E & PR O J EC T G OA L
PROJECT GOAL
The goal of this brand is to grab the interest of the old and new surfer or
person who loves and participates in the sport but doesn’t necessarily surf.
The design will excite their interest in this once a year event and reaffirm the
passion for the history and thrill of this exciting sport.
I want it to feel like a surf shop: Natural lighting, worn out floors, cramped,
controlled clutter, no pressure, youthful freedom and reflecting on the history
of the sport.
OBJECTIVE
1. Branding: Introduce new Logo and brand to potential attendees
2. Marketing Materials:
A. Market event with 20”x 30” poster & 8 ½” x 11” flyer
B. Send past attendees a Two sided mailer one month prior to event
4. Online Presence:
A. Create a cross functional interface using social media, and a website.
B. Use Social Media to engage past attendees to motivate potential
attendees. Social Media will direct attendees to website
C. Use Website to inform attendees about the event and allow attendees
to purchase ticket online. Website will have a social aspect that shows
activity on Facebook and tweets from the presenters.
1. E
asy Cross-functional interface mobile ready and flexible for
tablet, and desktop.
2. In addition to the mobile site there is a simple App to help
attendees enjoy the event
PRO J ECT OV ERV IE W

TA RG E T PL ATFO R M S
1. Mobile smart phones
2. PC lap tops running IE 9 or newer
3. PC desktops running IE 9 or newer
4. MAC OS 8 or newer devices
USER S

S A LES DATA R ES E A R C H
$
EXTREME
sports

ACTION AND EXTREME SPORTS US MARCH 2011
Analysis and insights offered in this report include:
While definitions of extreme and action sports
vary, based on the definitions for this report, in
the U.S. about 118 million people aged 6 and
older participated in one or more action and
extreme sports at least once in 2009. Retail
sales of action and extreme sports equipment
and accessories covered in this report increased
8.8% in 2010, reaching $2.4 billion, according to
an analysis of data from SnowSports Industries
America RetailTRAK by the Leisure Trends
Group. Snow sports accounted for about half of
retail sales; specialty retailers account for the
majority of action and extreme sports equipment
and accessory sales.
> Sales of equipment and accessories
Action and extreme sports participants are
more likely to be male and young (aged 6-24),
and to live in higher income households. They
also are more likely to have unusual personality
characteristics: they consider themselves
unconventional, enjoy traveling the unbeaten
path, and like to take risks.
INFORMATION AS REPORTED ON STORE MINTEL WEBSITE:
http://store.mintel.com/action-and-extreme-sports-us-march-2011
> Participation rates by sport
> An exploration of how leading manufacturers are
marketing and advertising their products and reaching
their core target markets. The report covers the role of
traditional advertising methods, star athletes, corporate
sponsors, the web and social media
> Sales by channel for equipment and accessories for
major sports, and stores shopped by extreme sports
participants
> The extent to which individual extreme sports participants
seem to be engaged across a range of sports/activities
> The extent of participation by adults, teens and kids,
exploring demographics that represent the core market
> Spend on equipment, attitudes to buying and buying
behavior, and key influencers
> In-depth coverage of action and extreme sports
participants’ preferences, attitudes and habits
USER S

SWOT
(ST R E N GT H S , W E A K N ES S ES , O P P O R T U N I T I ES , A N D T H R E AT S)
SACRED CRAFT
SURF EXPO
Opportunities
(external)
STRENGTHS (INTERNAL)
WEAKNESSES (INTERNAL)
Strengths/Opportunities
Weaknesses/Opportunities
The turnout is growing 10% every year.
Not a lot of money for marketing the event.
The female surfer is growing 20% every year which will
bring in more clothing revenue to the show.
Social marketing has not been tried before.
Difficult and costly to get popular pro surfers to attend.
The location at the Del Mar Fairgrounds is inexpensive.
The location is accessible to most San Deagons.
Threats
(external)
Strengths/Threats
Weaknesses/Threats
Most of the profits from the last show cover half of the cost
for the next year’s show.
Not finding funds to pre pay for all the overhead.
Most vendors who attend this event don’t look to make a
profit as much as they are out to get brand recognition.
Fair Grounds space is typically open and not busy in the fall.
The weather in October is typically warm.
Do to the less profits made at this event compared to other
similar events, vendors may not attend.
Fair Grounds raising their rate for the space.
Bad weather would kill the event.
USER S

C O M PE TITI O N
V IE W SI T E
SURF EXPO FLORIDA
HOME PAGE OUTLINE
This trade show features
more than just surfing and
is a much larger venue. The
show even includes a giant
wave park.
Show News:
The smart phone user
interface is very simple.
Register to Attend or Apply to
Exhibit.
Industrial News:
A quick scroll down and
photographic links alert the
user to: Show News, Date
noted streaming Industry
News, Sponsors, and
Partners
Sponsors:
PROS
CONS
The site keeps the call-to-action at
the forefront of the site giving users
first the opportunity to register
as an attendee or exhibitor. The
search and image links are easy to
understand and accessible.
The categories in the SHOW
NEWS image links are not targeting
surfers
> Most buyers ever at Surf Expo
> Swimwear Trends 2014
> Apparel Trends 2014
> Buyers of Note: Surf City and the
Annex
> Date of Stream
> Title of Article
> Link to Article
> Black and white logos of all the
sponsors with one image link to the
sponsor page.
Partners:
> Black and white logos of all the
sponsors with one image link to the
partners page.
USER S

C O M PE TITI O N
SIA SNOW SHOW
HOME PAGE OUTLINE
The site is very expansive.
There are four main links at
the top of the site that toggle
main event subjects into the
center banner area.
Show News:
The mobile ready site also
features a classic button at
the bottom so users can view
the site as it is seen on a
desktop or tablet devise.
Main Navigation:
> Attendees
> Exhibitors
> Show Information
> Hotels & Travel
> Show News
> On-Snow Demo
> Sourcing Snow
> Media
> SIA’s Latest (this link takes you to
the corporate site of SIA.
PROS
CONS
The site has a fresh color approach
to navigation creating a rainbow
effect. Each navigation is an
accordion when clicked on, opens
up a sub-navigation. There is even
another sub-navigation within the
listed links.
There is no navigation once a user
goes to a page. The only way to go
to other links is to click the browser
back button.
Below the banner are several
link from attendees to SIA’s
latest news.
V IE W SI T E
> SIA Snow Show
> On-Snow Demo
> Nordic Demo
> Sourcing Snow
USER S

C O M PE TITI O N
INTERBIKE SHOW
HOME PAGE OUTLINE
The site is not mobile ready
but the information is in a
simple grid that allows the
user to easily zoom in and
out.
Navigation:
The site features a lot of
different aspects of cycling
from social to racing to
selling their app to logging
into the site.
The site doesn’t put too
much emphases on the show
as other trade show sites.
V IE W SI T E
> Home
> Show info
> Attendee
> Exhibitor
> Education
> Events
> Hotel & Travel
> Media
Banner:
> Industry Party concert
> Outdoor Demo
> Limited edition Apparel
> Be a part of the community
> Interbike by Invitation
Registration:
> Exhibitors booth purchase
> Attendees registration
PROS
CONS
The site has a lot of different
subjects that would appeal to many
users. The dark site illuminates the
photos and the branded red color.
The emphasis on registering for
the show and all the events doesn’t
have a good hierarchy within all the
added information.
USER S

S TA K E H O LD E R S
Identifiers
Attendees
Attendees
Professional Surfer
Professional Surfer
5%
Weekend Surfer
Weekend Surfer
30$
Student
College Student
College Student
30%
Full-time employed
Full-time employed
60%
Parent
New to surfing
New to surfing
5 years of surfing
5 years of surfing
30%
10+ years of surfing
10+ years of surfing
70%
Student10%
Celebrities
Manufactures
Artist
Parent30%
5%
USER S

TA RG E T AU D I E N C E
Bridget
Brad
Tony
Tim
Age: 12 to 17
Age: 18 to 29
Age: 30 to 44
Age: 45 to 60+
Gender: 50% male 50% female
Gender: 60% male 40% female
Gender: 90% male 10% female
Gender: 90% male 10% female
Education: Student
Education: Various
Education: Various
Education: Various
Income: $2,000-$4,000 per year
Income: Lower Middle Class
Income: Middle Class
Income: Upper Class
Employment Status: Part-time
Employment Status: Part-time
Employment Status: Full-time
Employment Status: Full-time
Buys Equipment: 
Buys Equipment: 
Buys Equipment: 
Buys Equipment: 
Sports: Surfing, Soccer, Snow
Skiing, Volleyball.
Sports: Surfing, Skateboarding,
BMX, Motocross.
Sports: Surfing, Road Bike Cycling,
Wake Boarding, Mountain Climbing.
Sports: Surfing, Snow Skiing, Road
Bike Cycling.
Distance from Beach: 3 miles
Distance from Beach: 15 miles
Distance from Beach: 40 miles
Distance from Beach: 15 miles
USER S

PE R S O N AS
Persona 1: Generation Z 2001
Bridget loves surfing. Here dad and older brother got her
into the sport. She only lives 3 miles away from the beach. In
the summer she and her girlfriends take their beach cruisers
down to the beach almost everyday. Bridget has a surf rack
attached to her bike like a side-saddle which gives her the
independence she loves.
Name: Bridget
Age: 13
Favorite Website:
jettygirl.com
Technical Proficiency:
smart phone
Occupation:
student 8th grade
Platform of choice:
iPhone 5
While she’s at the beach she also plays volleyball. Bridget also plays in team
sports like soccer. In the winter she finds herself doing her second favorite
sport, snow skiing. She loves the snow and the mountain lifestyle. She talks
about one day living near a ski resort.
Here parents give her an allowance for doing choirs around the house. Her dad
loves buying her new equipment every year.
“Wish List”
Hoping to find a new 5′ 6″quad-fin board that has lots of bright colors.
USER S

N A R R ATI V E
Typical weekend for Bridget
Bridget loves here weekends because she get’s to spend time with her friends
and not have to do any school work. Sleeping in on Saturday morning is a
must. She wakes up talking to her friends and planning the day. On Saturdays
she likes hanging out at the mall and of course shopping. Her parents give her
an allowance and she spends most of it on frivolous things.
When it warms up she and her friends ride bikes down to the beach to play
volleyball and catch some waves. The beach they go to has a snack bar so
they can stay there all day without getting hungry. The snack bar is where
most of her allowance goes.
Bridget doesn’t own a computer she uses her mom’s laptop to do her
homework. But her iPhone is where she does all her internet surfing, and
keeping up with her friends.
USER S

PE R S O N AS
Persona 2: Millennials (Generation Y) 1977 - 2000
Brad is the son of a Fire Fighter. He enjoys surfing about
the same as skateboarding, and motor cross. If the waves
are not great he will go to the skateboard park or go out to
the desert for dirt bike riding. Brad is new to surfing. He got
involved in the sport when he made friends with someone
from his community college. His natural abilities from
skateboarding crossed over well to the sport.
Name: Brad
Age: 19
Brad still lives at home while he’s going to school. He works almost full-time at
a coffee shop. The money helps pay for school and his fun. He doesn’t spend
a lot of money on surf equipment because he doesn’t have money to invest
in expensive equipment. He hopes to save up enough money to buy a new
winter wet-suit this fall.
Favorite Website: ripcurl.
com/
He lives only 15 miles from the beach so surfing is within
his budget which is why he likes surfing.
Technical Proficiency:
Use tablet smart phone
and desktop
“Wish List”
Occupation: Jr. College
Platform of choice: PC
Laptop
Looking to see what’s new with wetsuits.
USER S

N A R R ATI V E
Typical weekend for Brad
Saturday morning is early for Brad as he makes his way to the coffee shop.
His start time is 5:30 am. The work is easy and it allows him the mental energy
to keep on his college studying. His Saturday shift ends at 1 pm. He grabs
a bite to eat at home and hooks up with his college buddy for an afternoon
session. They surf for about two hours then split.
Brad get’s home, jumps into the shower, and gets to work on his homework.
He finds that his head is clear from the fun and gets a lot of the work done
quickly. Saturday night Brad hooks up with his girlfriend Tina. Most the time
they just hangout with other friends and talk. The night typically ends late into
the evening.
Sunday morning Brad likes to get up early to catch some glassy waves. When
he gets home he naps for a couple hours than gets back on his homework. He
has dinner with his mom and dad and little sister and they hangout together
until about 8 pm.
Brads Monday starts with early morning classes and ends around three
o’clock.
USER S

PE R S O N AS
Persona 3: Generation X 1965 - 1976
Tony has surfed most of his life. He learned at a very young
age. He grew up very close to the beach and spent a lot of
time in the water. He now lives about 40 miles away from the
beach. He purchased a home 5 years ago. The only homes
he and his wife could afford was inland. He has two little
boys that he loves taking to the beach in the summer.
Tony is a weekend surfer. His full-time job prevents him from surfing during the
week but he makes it a point to get in the water every Saturday and Sunday,
rain or shine. This is time he can relax and get away from the stresses of life.
Name: Tony
Age: 35
Favorite Website:
Surfline.com
Technical Proficiency:
Smart phone and laptop
Occupation:
Website Designer
Platform of choice:
Laptop
Tony also enjoys Road Bike Cycling. He loves watching the Tour de France
and keeps up with all the cycling news. During the week he rides his bike to
work to get a workout and save on gas. He spends more money on his bike
than his surfboard.
“Wish List”
Looking to buy a hybrid board.
USER S

N A R R ATI V E
Typical weekend for Tony
Tony is a full-time accountant which requires him to work long hours as the
office so Time sleeps in on Saturday. Enjoys a walk with his wife to the local
coffee shop where they talk about their weekend.
Tony likes home improvement projects so after he takes care of his yard work
he and his wife will head over to the home improvement store to keep things
looking and working well on their 50 year old house.
Saturday night is normally a time he and his wife hangout with friends; go out
for dinner and a movie. But not too late because Tony gets up early on Sunday
morning to go surfing. He meets his old buddies every Sunday morning at the
same spot at the same time. They talk about the week, catch some waves and
drink hot coffee afterwards.
Tony gets home about 10 AM and showers and get’s some light work done
around the house. Depending on life Sunday could be busy or it could be
relaxing.
USER S

PE R S O N AS
Persona 4: Baby Boomers 1946 - 1965
Tim grew up watching the legends of surfers develop the
sport into what it is today. He loves talking about how the
sport was “back in the day.” He lives relatively close to the
beach, only 15 miles away. He got lucky purchasing a home
25 years ago which today is worth more than he could afford
on his salary.
Name: Tim
Age: 55
He spends a lot of money on his surf equipment. He calls his extensive
amounts of surfboards, his quiver. Some of the boards are old and some are
new. His last board cost him $1,200. His wife is not thrilled with the expensive
purchases but she knows how important the sport is to him. Tim also spends
money on wet suits that make his sport more comfortable.
Occupation: Accountant
When Tim isn’t meeting his friends at the beach he heads up to the mountains
for some powder skiing. Tim’s wife is all about snow skiing
and so is he. They go on winter land vacation
in Mammoth, Colorado, and even to
Canada.
Platform of choice:
desktop
“Wish List”
Favorite Website: Surfer
Journal
Technical Proficiency:
desktop
Looking for some art for his office.
USER S

N A R R ATI V E
Typical weekend for Tim
Tim is an office manager at a successful marketing firm located in downtown.
He like everything perfect, impeccable. His weekend starts with an early surf
session at his favorite break. He hits the surf just before the sun rises. Surfing
keeps him alive, he likes to say. After a few waves he heads home meeting his
wife in the backyard for a cup of coffee. They talk about what there plans are
for the day.
Tim and his wife Mary grab their bikes and head out for a quick ride up to Lake
Hodges. The ride is short but they enjoy doing this together. Tim likes taking
some time to wash his car before lunch, than does some yard work. Then they
both go out and do some shopping. That evening their son will be coming over
for dinner so they pickup his favorite food. They have a great evening and turn
in early.
Sunday morning Tim grabs some more waves before they two of them go to
church. He sometimes stays out too late and ends up going to church salty.
The rest of the day is what they make of it ending with a nice dinner out.
USER S

M O O D B OA R D
USER S

PAS T S AC R E D E V E N T PH OTOS
USER S

WO R D LI S T | K E Y WO R D S
WORD LIST
KEY WORDS
salty water
sun/fog
skill
fear
glassystoke
green-roomgnarly
local
surfboardtubed
cold-water
current
hold-downwipeout
tide surfgear
handmade
blue/green/tancurl
insane bitchin’wax
railfinshredding
deep
rag doll
killer
epic
reef
bottom turn
perl
barrel
blown out
charging
close out
dawn patrol
ding
dude
goofy foot
nose ride
kook
lip
offshore onshoreoutside
pearl quiverstringer
swell
handmade: Most surf boards are handmade.
local: the event is dominated by local vendors and
participants. The term local runs deep in surf culture
quiver: This word describes the love of the
equipment and it’s need’s. A quiver of boards refers
to have many different sizes, shapes, and designs of
boards that perform best in certain surf conditions.
USER S

LI N E A R R ES E A R C H
Description: Litmus surf movie poster. The
movie was made in the ‘90’s
I like: The hand drawn imagery of the entire
design. Appears that it was done in pencil
or ink and then colored by the print shop or
screen printer cutting out the colors.
Source: The Book of Surfing
by Michael Fordham
Description: John Severson movie poster.
Featuring John’s hand typography that was
popularized in the 60’s.
I like: The hand cut type is a perfect
interpretation of what surfing was, rebellious
fun and chaotic. The simple use of two
dominate colors is really cool.
Source: The Book of Surfing
by Michael Fordham
Description: Rick Griffin designed this and
many other kinds of illustrations throughout
the 60’s and 70’s. This design was an insert
to a 1972 Surfer Magazine issue and later
used as a cover to Rick’s work.
I like: The illustration has a strong comic
book feel to it with a lot of brain frying
concepts tied into surfing.
Source: The Book of Surfing
by Michael Fordham
USER S

LI N E A R R ES E A R C H
Description: Movie poster for the movie
Endless Summer by Bruce Brown Films,
designed by John Van Hamersveld
I like: Hot solid colors breaking apart the
solid black and white image of three surfers.
Source: The Book of Surfing
by Michael Fordham
Description: Movie poster for Big
Wednesday, produced by Warner Bros. Inc.
Description: Poster of himself surfing:
Butch Van Artsdalen
I like: The image of the silhouetted surfers
in the foreground clearly gives a sense of
the scale of the wave. Graphically the board
seems to be pointing to the wave.
I like: The poster has some very modern
day typography and color use considering it
was produced in 1965
Source: The Book of Surfing
by Michael Fordham
Source: The Book of Surfing
by Michael Fordham
USER S

N O N - LI N E A R R ES E A R C H
Description: This website offers surf reports for almost every surf
spot in the world. Many of the locations show live cam views. There
is a huge library of videos, articles, and more.
Description: 20th Century Fox has released the first poster and second trailer for
surfing movie Chasing Mavericks,
I like: This is a loud and clear voice throughout the surf world. This
site keeps surfers, and the industry combined within one platform.
I like: The dominate black and white copy looking image with loud colors popping
through the design. I’m not a huge fan of the color scheme but those colors are really
unique to the industry and would standout very well among all the other similar designs.
Source: http://www.surfline.com
Source: http://www.filmofilia.com/chasing-mavericks-poster-and-second-trailer-110995/
USER S

N O N - LI N E A R R ES E A R C H
Description: Sacred Craft Live Art Event
Description: JOHN SEVERSON’S surf movie
Logo advertising event... Thirteen incredible
artists teamed up with shapers of their own
choosing at the Sacred Craft Surf Expo in Del
Mar. They proceeded to create live art on the
boards for a crowd numbering in the thousands
at what may have been the finest live art event
the surfing world has ever seen. I like: The
rough and handmade quality, classic color
combinations, mix of old and new.
I like: Hot solid colors breaking apart the solid
black and white image of three surfers.
Source: http://boardartbenefit.com/events/
Source: http://surferart.com/sevsurfBio.html
Description: A poster put together
for the love of the sport done by a
photographer and designer.
I like: The rough and handmade quality,
classic color combinations, mix of old
and new.
Source: Sleepless Ink.
http://sleeplessink.blogspot.
com/2009/12/surf-poster_12.html
D ESI G N

LO G O C O N C E P T S
CRAFT
SURF EXPO
LOGO 1: Sacred word hand lettered.
CRAFT (Keep On Trucking) Surf Expo
(DK Codswallop)
LOGO 2: “Sacred” hand lettered. “CRAFT”
lettering is the font (Keep On Trucking)
warped and edited. SURF EXPO font is
(DK Codswallop).
FONTS:
Keep on Truckin
DK Codswallop
LOGO 3: Sacred word hand lettered.
CRAFT AND SURF EXPO hand drawn over
the font DIN 1451.
FONTS:
DESDEMONA
DIN 1451
D ESI G N

FI N A L C O N C E P T S
LOGO 4: Sacred word hand
lettered. CRAFT AND SURF
EXPO hand drawn over the
font “DIN 1451.”
D ESI G N

P OS TE R C O N C E P T S
Final Design
Sketch 1
Sketch 2
Concept 1
Concept 2
Sketch 3
Concept 3
D ESI G N

BRAND
D ESI G N

M O B I LE FLOW S C E N A R I O
Brad downloads
app on to his
iPhone 3.
He checks out
Saturday’s event
because he has
that day off from
the coffee shop.
He finds a video
link to a promo
video and clicks
on the link.
He navigates
back to the
main menu by
thumbing on the
back button.
He watches the
video and gets
really excited
about the event.
He reads about
Taz Yassin and
then clicks
through to the
video .
He thumbs on
the Buy Tickets
navigation.
He enters 2 in
the tickets field
for the Saturday
event, and clicks
“buy.”
He enters his
name and
email for his
confirmation
order and
chooses his Visa.
D ESI G N

A PP WI R E FR A M E
SATURDAY EVENTS
S AC R E D
VENDORS LINE UP
watch tribute video
back
back
SATURDAY EVENTS
watch tribute video
SATURDAY EVENTS
VENDORS LINE UP
TAZ YASSIN will be shaping a
high performance board based
on a new template personally
made for Greg Long.
10AM: THE BOARDROOM
INTERNATIONAL SURFBOARD
SHOW OPENS 10AM: LIVE SHAPING: TAZ
YASSIN ICONS OF FOAM
SHAPING TRIBUTE HONORING
MARK RICHARDS PRESENTED
BY US BLANKS
1030AM: CINEMA GROTTO
SHORT FILMS FEST – 1ST
SCREENING EAST HALL
11AM: LIVE SHAPING
How many boards
have you done?
So far I’ve shaped around 500 to
600 boards, for people all around
the world, from California to
10AM: LIVE SHAPING: TAZ
YASSIN ICONS OF FOAM
SHAPING TRIBUTE HONORING
MARK RICHARDS PRESENTED
BY US BLANKS
1030AM: CINEMA GROTTO
SHORT FILMS FEST – 1ST
SCREENING EAST HALL
11AM: LIVE SHAPING
back
BUY TICKETS
Saturday’s Event
2
BUY TICKETS
back
10AM: THE BOARDROOM
INTERNATIONAL SURFBOARD
SHOW OPENS back
SUNDAY EVENTS
watch tribute video
SUNDAY EVENTS
BUY TICKETS
SATURDAY EVENTS
back
No. Tickets
Sunday’s Event
BUY
No. Tickets
Name
No. Tickets
Why shaping?
SATURDAY EVENTS
PAYMENT INFO
CARD NUMBER
Tony Joanna
Email
tjoanna@gmail.com
Choose Credit Card
Both Days
BUY
video plays
back
BUY TICKETS
BUY
Australia to Europe.
SATURDAY EVENTS
Credit Card images
0000 0000 0000 0000
(enter number without spaces or dashes)
EXPERATION DATE
Thank you for
your successful
purchase!
You will receiving a
comformation receipt
from this email
00 / 00 / 0000
NAME ON CARD
Name on card
DONE
SECURITY CODE
000
tjoanna@gmail.com
PURCHASE
SUNDAY EVENTS
VENDORS LINE UP
BUY TICKETS
D ESI G N

M O B I LE
BACK
SATURDAY EVENTS
Sacred
10AM: THE BOARDROOM
INTERNATIONAL SURFBOARD
SHOW OPENS SATURDAY EVENTS
SUNDAY EVENTS
VENDORS LINE UP
BUY TICKETS
10AM: LIVE SHAPING: TAZ
YASSIN ICONS OF FOAM
SHAPING TRIBUTE HONORING
MARK RICHARDS PRESENTED
BY US BLANKS
1030AM: CINEMA GROTTO
SHORT FILMS FEST – 1ST
SCREENING EAST HALL
11AM: LIVE SHAPING
D ESI G N

M O B I LE
BACK
WATCH TRIBUTE PREVIEW
BACK
WATCH TRIBUTE PREVIEW
SATURDAY EVENTS
SATURDAY EVENTS
TAZ YASSIN will
be shaping a
high performance
board based on
a new template
personally made for Greg Long.
TAZ YASSIN will
be shaping a
high performance
board based on
a new template
personally made for Greg Long.
How many boards
have you done?
So far I’ve shaped around 500 to
600 boards, for people all around
the world, from California to
How many boards
have you done?
So far I’ve shaped around 500 to
600 boards, for people all around
the world, from California to
Australia to Europe.
Australia to Europe.
Why shaping?
Why shaping?
D ESI G N

M O B I LE
BACK
BACK
BUY TICKETS
Saturday’s Event
2
SUNDAY EVENTS
VENDORS LINE UP
Name
BUY
No. Tickets
SATURDAY EVENTS
BUY TICKETS
Tony Joanna
Email
Sunday’s Event
BUY
Choose Credit Card
No. Tickets
Both Days
BUY
BUY TICKETS
No. Tickets
tjoanna@gmail.com
D ESI G N

M O B I LE
BACK
PAYMENT INFO
CARD NUMBER
0000 0000 0000 0000
Thank you for
your successful
purchase!
(enter number without spaces or dashes)
EXPIRATION DATE
00 / 00 / 0000
You will receiving a
conformation receipt
from the below email
SUNDAY EVENTS
NAME ON CARD
Name on card
SECURITY CODE
000
PURCHASE
SATURDAY EVENTS
tony@modernideation.com
VENDORS LINE UP
DONE
BUY TICKETS
VIEW PROTOT YPE
D ESI G N

D ES K TO P TR A N S L ATI O N
October 6 &_ 7
Del Mar Fairgrounds
Exhibition Hall (Open to the Public)
Surfboard Demo Morning
ABOUT
BUY TICKTS
Get the App today
For Free!
Cool live updates
Sunday Oct 7, 15 St. Del Mar 7am – 12
th
$10 Adults 12/Under Free
BACK
CONTACT
WATCH TRIBUTE PREVIEW
SATURDAY EVENTS
TAZ YASSIN will
be shaping a
high performance
board based on
a new template
personally made for Greg Long.
Australia to Europe.
Autograph & Book Signings
760.445.9770
info@sacredcraft.com
GALLERY
How many boards
have you done?
So far I’ve shaped around 500 to
600 boards, for people all around
the world, from California to
Free Sub. SURFER MAGAZINE
for each paid admission to the event.
CONTACT US
EXIBITS
SATURDAY EVENTS
SUNDAY EVENTS
VENDORS LINE UP
BUY TICKETS
Why shaping?
LATEST NEWS
BEST OF SHOW Offers View of Surfboard
Industry’s Very Best.
Posted on 6/5/2013
SIGN UP FOR INFROMATION
Email*
Name*
DIRECTIONS & MAP
D ESI G N

M O B I LE C O LO R S
text and background
BLACK
R 0, G 0, B 0
#000000
tint background
BROWN
R 86, G 63, B 31
#56401f
WARM GRAY
R 202, G 203, B 178
#cacb2
SOFT YELLOW
R 223, G 215, B132
#dfd784
TEAL
R 90, G 144, B 144
#5a9090
Navigation
Link
D ESI G N

W E B C O LO R S
text and background
BLACK
R 0, G 0, B 0
#000000
tint background
BROWN
R 86, G 63, B 31
#56401f
WARM GRAY
R 202, G 203, B 178
#cacb2
SOFT YELLOW
R 223, G 215, B132
#dfd784
TEAL
R 90, G 144, B 144
#5a9090
Navigation
Link
D ESI G N

T Y P O G R A PH Y
Logo type “DIN 1451 Std, Engschrift” (printed and redrawn by hand). Sub heading
“DK Codswallop,”
Body copy “DIN 1451 Std, Mittelschrift.” Event date “Keep on Truckin.”
DIN 1451 Std (Engschrift)
abcdefgh ijk lmn o p q rstu vwxyz A B C D EFG H IJ K LMN O P Q R S TU V W X YZ
0123456789 & ! , . ; ! @ # $ % ^ & * ( ) { } _ + ? > < ~ © ® – — … ” “ fi fl ¼ ½ ¾ °
DIN 1451 Std (Mittelschrift)
abcdefgh ijk lmn o p q rstu vwxyz A B C D EFG H IJ K LMN O P Q R S TU V W X YZ
0123456789 & ! , . ; ! @ # $ % ^ & * ( ) { } _ + ? > < ~ © ® – — … ” “ fi fl ¼ ½ ¾ °
dk codswallop
abc defgh ijklmnopq rst u v w x y z A BC D EFG H I J K L M N OP Q R S T UVW XY Z
0123456789 & ! , . ; ! @ # $ % ^ & * ( ) { } _ + ? ~ ” “
Keep on Truckin
a bc de fghijklmnopq rstu vwxy z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
0123456789 & ! , . ; ! @ # $ % ^ & * ( ) { } _
+?><~©®–— ”“°
INFO R M AT I O N A L A RCHI T ECT U R E

C O N TR O LLE D VO CA B U L A RY
Preferred
Terms
Surf Trade
Show
Variant Terms
Broad Terms
Narrow Terms
Associated
Terms
Alternative
Spellings
Misspelling
Surf Show
Surfboard Event
Board Shaping
Surfing
Equipment
Extreme Sport
Water Sports
Professional
Equipment
Longboard
Performance board
Short Board
Single fin
Thruster
Quad
Wax
Leash
Fin
Wetsuit
Spring Suit
Bathing Suit
Surf movie
Shapper
Surf artwork
Surf painting
Surf photography
Beach
Tubed
Tan
Fun in the Sun
Surf Safari
Surfer
Surging
Tradeshow
Surff
Serf
Trad
Traid
Shoaw
Shouw
INFO R M AT I O N A L A RCHI T ECT U R E

A PP FLOW C H A R T
App
SATURDAY EVENTS
10 AM = OPENING EVENT
10:30 AM = TAZ LIVE SHAPING
11 AM = ROBERT AUGUST Q&A
11:30 AM = MICKEY MUNOZ BAND
+ info
video
+ info
+ info
+ info
SUNDAY EVENTS
10 AM = OPENING EVENT
10:30 AM = HANSENS DEMO
11 AM = CATCH BALDY
11:30 AM = GROTTO FILM FEST
video
12 AM = MUSIC STAGE
NOON
1:00 AM = SHAPING: RENO
3:00 AM = LIVE AUCTION SURFAID
3:30 AM = FOAM E-Z DIY BUILD
4:00 AM = TRIBUTE
MARK RICHARDS
6:30 AM = AFTER PARTY
+ info
video
+ info
+ info
video
+ info
video
+ info
12 AM = MUSIC STAGE
NOON
1:00 AM = SHAPING HAYDEN COX
3:00 AM = JUDGING ICONS OF FOAM
3:30 AM = AWARDS CEREMONY
4:00 AM = EVENT CLOSES
VENDORS LINE UP
+ info
video
+ info
video
+ info
+ info
video
+ info
+ info
+ info
+ info
+ info
:: Bruce Jones
Surf
:: Brownfish
Handplanes
:: Earthpack
:: Entropy Resins
:: Epoxy Pro
:: Fineline
Surfboards
:: Firewire
Surfboards
:: Fletcher
Chouinard
Designs (FCD)
:: Foam E-Z, Inc.
:: Forever Stoked
:: Fox Head, Inc
:: Gordon
and Smith
Surfboards
:: Hack Surfboards
:: Rider Sandals
:: Ipanema
:: Hendrick Boards
:: Hydroflex
Technology
:: Robert August
:: Ocean Minded
:: Kana Surfboards
:: Kinetik Racing
Co
:: Koastal Inc.
:: Marc Andreini
Surfboards
:: Matt Beard
:: Meeks
Surfboards
:: Lib Tech
Waterboards
:: Pyzel
Surfboards
:: Robert’s
:: Surfboards
:: Slyde
Handboards
:: Stretch Boards
:: True Ames Fins
:: Wood Surfboard
Supply
:: Wave Threads
International
:: Linden
Surfboards
:: Meeks
Surfboards
:: C2O Pure
Coconut Water
:: Just Bones
Boardwear
:: Pro-Lite
:: Nation MFG
:: Night Train
Surfboards
:: Blocksurf
:: Sportguard
:: Onit Pro
:: Waters Edge
Physical
BUY TICKETS
Select Day and ticket quantity
Name and email. Choose card opiton
Enter credit card info
Processing
Thank you confirmation screen
T H A N K YO U

Design Work
A N T H O N Y BAT T I ATO
Case Study Written by
A N T H O N Y BAT T I ATO