I had been working with the ALEEDA USA wetsuits original owners for a few years when the current owner Steve Terry purchased it. Luckily he wanted a new logo and ads. Steve is an amazing skater and surfer and wanted his brand to feel like a skate brand not surf company. Which basically meant no bloated headlines, no BS product features... just killer shots and a layout that didn't look the big brands. We were given a lot of freedom to try many ideas we had... possibly because the deadlines were for most were 2-3 day turnarounds! Below is a selection of our favorites from the years 1997-2005 while I worked with them.