Element was looking for a new and trendy series of skateboard decks to improve sales in the skate region. When coming up with the idea for the imagery I looked at trends that are currently popular. Flat, colorful, illustrations are popular right now and especially with skateboards. The characters Don, Jon, and Ron are people who represent good old traditional skateboarding, people who just don't care. These designs are targeted to a younger demographic who wants to shred like their old man.