Brand refresh and supporting design

American Wave Machines designs, engineers and manufactures world class wave pools and surf parks. Their products are innovative and in demand. Factors such as surfing recently being named an Olympic sport and Kelly Slater backing out-of-ocean surfing (with his surf ranch in Lemoore, California) have contributed to a surge in interest for quality surfing on man-made waves.
Services Provided: Brand Strategy, Design Direction, Copywriting, Graphic Design, and Website Design

The installation of the first PerfectSwell Wave Pool in Waco Texas and the launch of OffShore Surf, meant American Wave Machines needed to be ready for increased visibility. We saw it as the perfect opportunity to evolve the way the company was articulating the brand.

We were enlisted to redesign key touch points including their corporate website and various sales decks. We initially established a new brand look and tone. We explored color, typography, imagery and design, aiming to establish brand standards that would represent the company with distinction. We knew that telling different aspects of the brand’s story would be critical in achieving our marketing objectives.


Targeted sales decks were required to communicate these stories in a succinct manner, while also showcasing the financial opportunity to potential business partners. We even created a deck specifically aimed at A-list celebrities who would be pitched for spokesperson roles. We focused on presenting the company’s unique value proposition clearly and with flexibility, so the narrative could be honed for specific marketing goals.


The new brand framework empowered us to develop an online presence that better reflects the company’s unique value. The site would need to communicate the benefits and innovation of their products to a sometimes skeptical surf industry. We knew it would also need to speak to the brand’s vibrant origin story, one that is deeply rooted in surf culture, to help convince those same skeptics.


Designed to support easy, ongoing updates, the site allows American Wave Machines to regularly lead and contribute to the ongoing conversations around out-of-ocean surfing. Additionally, it serves to boost search optimization relative to their area of expertise.


With surfing soon to be an olympic sport (Tokyo 2020) there has been a renewed interest in out-of-ocean surfing. We looked to LESS+MORE to help express our vision of a surf facility in every major market in the world. Our technology straddles competitive surfing and location-based-entertainment, and LESS+MORE was able to distill our key marketing messages and communicate them perfectly to different audiences.”

MARIE MCFARLAND, Co-Founder & Principal, American Wave Machines

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