MFC Hawaii has been a reference brand in the watersports industry for over 30 years, manufacturing high-end fins that power boards across a wide range of disciplines and conditions.
In 2012, I joined MFC Hawaii to lead a comprehensive rebrand, developing a new visual identity system designed to modernize the brand while opening it to new watersports categories beyond its historical core. This identity has since been consistently applied across all products, packaging, communications and digital platforms, forming the foundation of the brand’s current positioning.
For more than twelve years, I have worked with MFC Hawaii on the global development of the brand, acting as Graphic Designer, Art Director and Product Designer, with a cross-disciplinary vision covering the entire process, from brand strategy through to production.
With a strong focus on the surf market, I initiated and continue to lead a long-term program providing art direction and design management across all areas of business development. This includes the design and development of the website, marketing and promotional materials, the overall look and feel of the product ranges, packaging systems, and selected product design initiatives.
I am responsible for brand identity development, defining graphic systems, visual guidelines and aesthetic codes that ensure a coherent, clear and durable brand expression across all touchpoints. I also contribute to brand communication strategy, aligning MFC Hawaii’s image with its technical expertise, heritage and international reach.
In parallel, I lead product design on both a graphic and functional level. This includes the creation of graphics for surf, windsurf and hydrofoil ranges, as well as the design and production management of softgoods and technical equipment such as board bags, travel bags, covers, accessories, traction pads and windsurf harnesses. I began designing and managing the full softgoods and accessories program in 2015, including what would become the brand’s hydrofoil range.
My scope of work also includes the design and development of packaging, from concept through to production, as well as production management, working closely with internal teams, suppliers and manufacturing partners. This involves prototype development, adaptation to industrial constraints, quality control and cost optimization, while ensuring full compliance with the brand’s graphic, technical and environmental standards.
Over the past decade, I have had the opportunity to collaborate with an exceptional group of athletes and watermen, including Kai Lenny, Ian Walsh, Marcilio Browne and Victor Fernandez, as well as working alongside renowned designers such as Pio Marasco, Keith Teboul, Francisco Goya and Jason Diffin.
