Does surfing make you feel free? Yeah—exactly. That’s the whole idea. Truth Surf Co was born from the belief that the truth will set you free. I created it in a style I—and a lot of other women—actually want. We’re over the retro colours and loud florals. Truth is more refined. More than boards and gear—it’s a lifestyle rooted in presence, clarity, and doing things your own way.
Truth Surf Co.
Back to all work
I imagined the #TruthSurfReport as a community campaign where surfers share the “truths” they’ve uncovered on the water. A mix of surf shack and art gallery, the store would feel like a space to linger—with books, records, and thoughtful gear. Brand ambassadors would be low-key legends living in alignment, while partnerships with purpose-led orgs like REACH would build something bigger than just merch.
Community
The brand identity is stripped-back but strong—refined, monochrome, and unmistakably bold. At the centre is the eye symbol, representing awareness and alignment with your truth. Typography is clean and confident. The palette? Cool-toned and raw, with just enough edge.This brand doesn’t follow trends, it's about lasting style and personal style. It’s the kind of gear you wear because it reflects who you are.
Identity
Ever notice how the chaos fades when you surf? In those moments, you feel truly alive and free.
Truth believes that feeling doesn’t have to end when the waves do, so the brand exists to inspire authentic living, helping you find freedom both in and out of the water. Discover your truth to set yourself free. And if not, there’s always surfing.
Purpose
Content Strategy
Brand Identity
Brand Strategy
The Build
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Merch Design
With a lifestyle-first foundation, Truth could move into apparel, retail, events, and collaborations—scaling without losing its soul.
Expand Beyond Boards
With meaning baked into every detail, it would attract people who don’t just buy—they align. That alignment = loyalty, advocacy, and organic growth.
Build Loyalty & Word-of-Mouth
A refined, lifestyle-led surf brand with emotional depth—created for a style-conscious audience that’s been overlooked.
