Mark Leary

We began working with Blue Reef in 2009, starting with graphics for their first generation of boards. Since then, we have supported them through several exciting changes. At the beginning, Blue Reef focused on creating handmade interiors for classic VW camper vans. However, as their love for board sports grew, their focus slowly shifted. Eventually, they moved toward what truly inspired them: producing high-quality longboards. As the brand evolved, we helped refine their identity so it could naturally grow in this new direction.

The brief
Designing longboard graphics calls for a different approach than traditional skateboard artwork. Typically, skateboard designs lean toward a gritty, punk-rock aesthetic. In contrast, John at Blue Reef wanted something brighter and more nostalgic. Specifically, he imagined a colourful 1970s retro look inspired by surf culture, sunshine, and bold patterns.

Previously, we had worked together on a project that stayed close to their original branding. This time, however, the brief encouraged a more expressive style. As a result, John challenged us to move beyond convention, embrace creativity, and develop designs that felt fresh, lively, and full of personality.

The result
Ultimately, we delivered a collection of longboard graphics that met every goal. We built the designs around a bright, uplifting colour palette and combined it with strong vintage influences. Because of this, the artwork instantly captured the feeling of warm California sunshine. At the same time, the final designs reflected the unmistakable charm of the 1970s while still fitting naturally within the Blue Reef brand. Most importantly, the graphics stayed true to John’s original vision: longboards that feel fun, energetic, and boldly retro.