*To reproduce the identity based on brand quality.
*Capture the essence of the current business.
*To explore different forms of identities.
*Produce two totally alternatives identity solutions to the current one.
*Reflect beach /surfing culture and environment.
*Explore the nature shapes of waves in more interesting and creative way.
*Keep the “Jetty surf” color scheme to enhance brand personality.
*Capture the essence of “Jetty Surf.”
*Reinvent the current identity.
*Creatively explore two alternatives.
*Create energetic and dynamic composition to enhance the wave feelings, a sense of movement,
beach and surfing culture and the energy of youth.