Visual Redesign: Vintage Surfari Wagons

Purpose: M.S. Human-Centered Design & Engineering Project

Project Role: Art direction, visual design

Project Overview

The goal of this project was to develop a cohesive visual language for an existing company and redesign some of their existing content. I chose Vintage Surfari Wagons - a Los Angeles-based Volkswagen Camper Van rental company.

Ideation

I started the project by examining the existing visual language being used by Vintage Surfari Wagons. I felt like the visual language and design wasn’t aligned with the experience the company was offering customers.

I wanted to redesign the visual language to highlight the spirit of classic cross-country road trips and evoke feelings of adventure with a hint of vintage nostalgia and playfulness.

I put together a mood board with reference images and inspiration from other sources - this documentation helped inspire and inform the visual language as I progressed throughout the project. I gravitated towards the bright blues and yellows of beach life: skies, oceans, sun, and sand.

Redesign

I put together a new visual language for Vintage Surfari Wagons, with a selection of fonts, a redesigned logo, and guidance on imagery and photography.

I took the visual language I created and applied it to redesigning the Vintage Surfari Wagon website homepage and creating a flyer for one of their group trip excursion packages.