Introducing Pro-Foam

While working on the full branding campaign for Pro-Foam, a surfboard blank company, the original concept was to showcase the blanks by presenting them as finished products, with surfers riding them in the waves. However, as a surfer myself, I recognized an opportunity to create something more captivating. Traditionally, surfboard blanks are shown only after they’ve been “blown,” or formed, which skips over the fascinating initial stages of the process.

I proposed that instead of focusing solely on the final product, we highlight the rarely seen, intricate process of crafting the blanks. By shedding light on this often overlooked aspect of surfboard production, we could draw attention to the craftsmanship involved, which would resonate with surf enthusiasts and makers alike. This approach also aligned with Pro-Foam’s values of sustainability and local sourcing, emphasizing the traditional and environmentally conscious methods the company wanted to promote.