The Hydrofoil Company emerged in 2017, at a pivotal moment for the watersports industry. After decades of dormancy, hydrofoil technology was re-entering the market, driven by rapid advances in materials, design and performance. This resurgence marked the beginning of a new era, fundamentally changing the way boards interacted with water across multiple disciplines.
At that time, hydrofoils were gaining renewed traction in kitesurfing and windsurfing, and were just beginning to influence surfing and what would soon evolve into wingfoiling. The industry was on the verge of a major shift, opening new possibilities in speed, efficiency and sensation.
It was in this context that Kai Lenny, then rapidly establishing himself as one of the most accomplished and versatile watermen of his generation, approached me to collaborate on the creation of a logo and visual identity for a new venture he was developing: The Hydrofoil Company.
Working alongside such a driven and visionary athlete required a clear and focused approach. The objective was to create a strong, timeless and technically credible identity that could stand at the forefront of an emerging category, while remaining flexible enough to evolve alongside a fast-moving and innovation-led discipline.
The resulting identity was conceived to reflect the precision, efficiency and forward momentum inherent to hydrofoil technology, positioning The Hydrofoil Company as a foundational brand within a rapidly expanding segment of the watersports landscape.
