Mawj is a beginner friendly surf brand lowering the barrier of entry for all. In Arabic, “Mawj” is the singular word for wave. The singular form was chosen in order to express simplicity and starting with one wave at a time. This friendly approach is designed to make beginners feel comfortable starting their surf journey with no judgment The branding in this project is meant to convey fun, approachability and exploration.

Brand Identity
Concept Development
Poster Design
Social Media
Book/ Layout Design
Spec project

Wordmark

The wordmark is built from the typeface Gluten, with custom modifications to create a continuous wave-like motion flowing from the beginning of the “M” to the tail of the “J.” Each letterform was carefully adjusted to maintain legibility while introducing a sense of rhythm and movement. This flowing gesture reflects the core idea behind Mawj which is starting with a single wave. The soft curves and connected forms evoke calmness, simplicity, and approachability, reinforcing the brand’s goal of making surfing feel accessible and unintimidating for beginners.

Alternate Logo

The alternate logo distills the identity into a simplified mark, centered around the modified “M” shape. By incorporating the tittle of the “J,” the form gains balance while subtly suggesting a single droplet, adding a sense of motion and continuity. This mark captures the essence of a wave in its most minimal form, making it versatile across different applications. It can be used in multiple color variations from the brand palette, allowing flexibility while maintaining a consistent visual identity.

Social Media

The social media system was designed to maintain a cohesive and instantly recognizable identity while remaining visually light and unobtrusive. The layouts prioritize clarity and consistency, allowing the content itself to take the lead. A flexible grid and restrained use of brand elements ensure that each post feels connected without becoming repetitive. This approach supports a wide range of applications, from video thumbnails and photoshoots to event announcements and beginner-friendly guides, all while preserving the brand’s approachable and easygoing character.