Surfjack Hotel & Swim Club
Charles (Ka‘a) Kihe
THE DESIGN PROBLEM
The Website needed to be an extension of the new Surfjack brand and be able to instantly distance itself from the hundreds of possible lodging options - not only in Waikiki, but the state of Hawaii. How can we convey the brand's quirky design-driven personality, makers-and-doers attitude, laid-back vintage vibe, and must-see atmosphere?
THE DESIGN SOLUTION
The site which introduced the world to the Surfjack brand was designed to engage the visitors and connect with the brand's quirky sense of adventure via imagery, engaging writing, art direction and encouraging a sense of community. Even the hotel's now famous pool gets it's own little sub-brand we called "the Swim Club." Artists, designers and photographers are all formally recognized as creative collaborators