Project Description

Surf Fanatics is a giant among the online Sports Apparel and Memorabilia stores . A top category  is the Surf Fanatics , it represents over 50 Surf & Skate Brands with online sales at over 7 million in 2014. Creative contributions  included photography, UI/UX, copy for product descriptions, establishing a “voice” for the site. as well as marketing, pitch stacks, and email marketing blasts.

Logo Design

Surf Fanatics


Surf Fanatics

Conceptual Design Samples

surf Fanatics
Van Dutch Ad
Element Print Ad


Communication was essential to the success of this ambitious project. It would require several teams of developers, programmers and logistic partners to build the worlds biggest online surf shop. Agile Project Management was leveraged to assure transparency and Stakeholder awareness. Deliverable assets were staged in Git and Task-force.

Project Planning 98%
UX / UI Development 92%
Brand Relations 96%
Photography 98%

% of contribution ex; provided 92% of UI elements

Beaches Agency

Initial Concept Planning

The project was broken down to essentially 4 teams / sprints. Front-end and Back-end UI/UX | Integrations | Testing | Go Live. Each team had their own user stories and scrums. The planning stage represented approx 40% of the project leading to a very organized and well executed build.

Drafts & Revisions

Each sprint would end with a retrospective of the previous sprint. Members would share detailed user stories, review the burndown velocity and tasks artifacts as well as, planning of next sprint and breaking down of user stories to task.
Concurrently each brand would need to approve the display of their unique brand landing page and products, imagery and copy prior to the final release.

Final Delivery

A year of development, a team of over 20 members, 30 brands later we launched Surf Fanatic with huge success. Out of the gate sales goals exceeded expectations, User engagement was off the charts and yours truly was off to Hawaii for more pictures and surf. The rewards of hard work and great team members are plentiful.

Brand Relations

When it came to juggling ad campaigns for 30+ brands the importance of clear & timely communication was crucial. Establishing Surf Fanatics’ image, and voice while still spotlighting each brand’s unique identity was handled by utilizing landing pages and calls to action helped lift the results. Solid Project Management and a well-organized workflow was key to the success of this project.

Beach Agency Robert Kennedy Web Designs

Agile Projects

While some may debate the benefits of Agile / Scrum project management this project would have been much more challenging without it. The impediments were massive and the goals even greater. Having a clear vision of where other teams and team members were at and tracking user stories worked exceptionally well to keep on schedule, deal with backlogs, and keep stakeholders informed.