Greg Norman Jr. and the marketing team at Great White Shark Enterprises approached us to create a new brand. Our task was to help them launch a new family of cable wake parks on the East Coast that could scale into a lifestyle and apparel brand. An extra challenge that our team faced was to pay homage to Greg Norman’s “Shark” brand, while also helping Greg Norman Jr. blaze his own unique trail.
Working with Greg Norman Jr. and his team, we explored several art directions and visual styles that could work as branding for a wake park, and eventually as an apparel company that could be sold at retail stores like PacSun, Target, and Zumiez.
Ultimately we worked a piece of the original Greg Norman logo into the new mark. The shark fin is a reference back to the iconic logo and the hand-drawn treatment ushers in a new youthful aspect. We created a series of illustration styles and apparel items that worked in tandem with several hand-drawn logo marks that were crafted for versatility.
It was important to use authentic photographs. We created several mood boards in collaboration with one of Shark’s partners, Ronix. The photographs commissioned from the Ronix team capture authentic images that portray real wake athletes in action.
“We, at the Greg Norman Company, had a great experience working with the LESS+MORE team. We worked collaboratively to build a brand identity from the ground up. They embraced not only the mindset of our consumer target, but worked with us to define our positioning and how this new venture fit within our parent brand. I hope to work with them again on future projects.”