The LineUp

A destination brand of evolving Ohana

A community of surfers, outdoor lovers and placemakers are building a shared vision of modern Kama’aina (watermen) culture at a nine acre site on West Oahu. This unique recreational center is for residents and visitors alike to gather and enjoy the water, and one another, on their island home.

Brand Session (™)
Brand Strategy
Visual Identity
Website Design and Development

Challenge - A brand honoring this destination’s natural purpose

Surf Park Management came to Four Fin in the middle of their placemaking project, looking to name and brand the central recreational space of Wai Kai that they are managing. This was no typical area. The main attraction is the world’s largest deep-water standing surf wave, powered by Citywave. One challenge was making sure the area’s other features didn’t get overpowered by that rippin’ centerpiece. Another goal was making sure that Wai Kai could be seen as a place that is truly for locals and visitors alike, despite the fact that visitors are the bulk of the projected revenue.

Brand hierarchy and naming was important here to help give each activation weight while signaling that they were part of the same specific area of the larger Wai Kai development. We branded the recreation zone as “The LineUp” and coordinated branded names under that theme for each activation.

Solution — Active, modern Aloha as intentional as it is fun

Super detailed, efficient and creative team! Their “Brand Session” is a fantastic process that I recommend anyone looking to create a brand identity uses! The fins are dialed!!!

– Skip Taylor, Partner at The Lineup

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