Current is a brand identity concept for a surf storage and valet service built around a simple idea: surfing should be easier for people who live in the city. The service stores members’ boards and wetsuits, delivers them to designated beach pickup points, and handles rinse, dry, and storage after each session. I developed the naming direction, brand strategy, visual identity, messaging system, and launch collateral for a clean, modern surf service designed for apartment-dwelling LA surfers.