Eat The Wave is a brand that is not a brand, it comes from a very important place of play. It’s not how cool something is but how it makes you feel, about how much fun you have doing whatever you love. No rules in making this, no colour palette, no brand guidelines, no tone of voice, no 200 page do’s and dont’s.

It has to evolve every-time something is made, there was very little budget in making this, the stickers paid for the patches, the patches paid for the posters and it will carry on until it can fund itself and grow. This has been a solo project starting in a garage it had to be a single minded vision to keep the creative in.

It celebrates surfing in the UK and cold water surf. All the illustrations are done from scratch and all by hand, all the art is also made from scratch and all done by hand. The typography is bespoke and new typefaces have been hand drawn. There are all kinds of artistic mediums used to create the work including, spray paint, pencil, paint, letraset, digital and collage. The project will evolve into apparel and sculpture with an aim to keep the carbon footprint as low as possible using recycled papers and card, organic textiles and green suppliers. A small and agile creative project will endless opportunities.

Studioleeroy is the York-based graphic design, art direction and illustration studio of award-winning designer, Lee Roy Fairclough.

Having spent 20 years creating impactful, holistic visual solutions for clients from every sector and every corner of the world, Lee’s passion is in finding the best medium in which to create effective, unforgettable content-driven visuals.

Studioleeroy has particular expertise in branding and bringing visual identities to life through thoughtfully crafted print and digital implementations.