El Greco
2025BRAND IDENTITY, TYPE SYSTEM, PRODUCT DESIGN
OVERVIEW
El Greco is a lifestyle and gear brand rooted in the waterman ethos — designed for those who surf, paddle, and move between coastlines and trails. This project examines the intersection of graphic design, typography, and outdoor culture by creating a comprehensive brand identity system.
Assigned the concept of a coastal utility brand, I developed a visual identity that blends modern surf minimalism with rugged, functional design. Using typography, layout systems, and product mockups, I built a visual world that expresses the freedom, grit, and craftsmanship at the heart of El Greco.
The final identity incorporates a custom type system, flexible logo lockups, a focused color palette inspired by marine landscapes, and lifestyle product applications across print, apparel, and digital platforms.
Adobe Illustrator
Photoshop
InDesign
ROLE
Concept Development
Visual Design
Mockup Production
GOAL
Build a lifestyle brand identity rooted in coastal and outdoor culture, blending surf minimalism with utilitarian design principles.
Brand deliverables