Brand Direction, Product Design & Visual Identity

Founded in Maui and rooted first and foremost in windsurfing, MFC Hawaii has spent more than 30 years developing high-performance fins and technical equipment. Its understanding of wind, water and board dynamics became the foundation for a considered expansion into surf, hydrofoil and other watersports.

The challenge
In 2012, MFC needed an identity that could modernize the brand and support new product categories without losing the credibility it had earned in windsurfing. The task was not simply to redesign a logo, but to build a flexible system connecting performance, product and communication.

My role
I led the rebrand and have continued to work across MFC as Graphic Designer, Art Director and Product Designer. My involvement spans brand strategy, visual identity, product graphics, digital design, packaging, campaigns and production—allowing the brand experience to evolve as one coherent whole.

The approach
The visual system was designed around clarity, technical precision and the energy of watersports. Windsurfing remains the brand’s core reference point, while a shared design language gives surf, hydrofoil and emerging categories their own expression within the same family. Athlete feedback, manufacturing realities and real-world use inform every stage of the process.

Deliverables
The work includes identity and guidelines, website and information architecture, campaign and communication assets, packaging, graphics for windsurf, surf and hydrofoil ranges, and the design and development of softgoods and technical accessories. Since 2015, I have directed board bags, travel bags, covers, traction pads and windsurf harnesses from concept and prototyping through supplier coordination, quality control and cost optimization.

The outcome
The result is a durable brand and product system that protects MFC’s windsurfing heritage while giving it room to grow. The long-term collaboration has brought me together with athletes and watermen including Kai Lenny, Ian Walsh, Marcilio Browne and Victor Fernandez, and with designers such as Pio Marasco, Keith Teboul, Francisco Goya and Jason Diffin—keeping design decisions grounded in genuine performance.