theBrand

We approached Hilo graphic designer Kauila Kealiʻikanakaʻole to create a design for us. We asked for something that would 1) represent the perspective of our Hilo Groms, and 2) could be used as their "brand". For creative inspiration he asked Keao to provide a Mood Board and answer a few questions like, "what do you 'see' when you're out on the water". Keao explained that people often think nothing else matters but you and the wave when you're surfing, but you have to be aware of everything around you - waves coming up from behind, the wind and reflection of the sun off the water, the rain (we live in Hilo) falling from above, the other surfers, whatʻs beneath you ... everything is present and connected in that moment and they matter so you need to pay attention 360 degrees. Additionally, the "360" and the "rollo" are two of the most iconic moves for spongers and among the first tricks young groms endeavor to learn and perfect. Hence, the 360 and the rider are connected in the logo. The logo on the left depicts a ripple effect through a literal 360, also a metaphor for being aware of your surroundings and having an impact and effect on your surroundings. 

Mahalo to Kauila for bringing this to life for us.