Paul Surf

Launching Fall 2025

UI/UX Design, Branding, Web Development

Paul Surf is a boutique surfboard brand redefining surf culture with an emphasis on art and storytelling.

I partnered with the Paul Surf team to transform their brand presence into a custom e-commerce experience that balances art, craftsmanship, and sales. My role spanned branding, UI/UX design, prototyping, and a full website build in Framer — creating a scalable foundation for a small but curated product line of surfboards and merchandise.

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Research

I studied direct competitors in the surf industry — with McTavish as the gold standard — and collaborated with the Paul Surf team to define their differentiator: art as the brand’s heartbeat combined with a clean and elevated aesthetic rooted in NYC sensibility.

Wireframing

I translated our vision into simple, clear wireframes that mapped the customer journey: an immersive landing and straightforward e-commerce flow.

Prototype

I built high-fidelity prototypes in Figma exploring typography, color palettes, and brand visuals. The prototypes balanced rugged industrial elements and smart, elevated design cues inspired by NYC brands — without leaning into pretentiousness.

Build

In Framer, I developed the full site for both desktop and mobile. Features include product templates, Shopify integration, and a custom form flow for surfboard orders. I focused on flexibility for future updates and a polished, art-driven look.