Hurley x Levelwear Fairwaves Collection
My role: Creative Lead
The Fairwaves Collection draws inspiration from Hawaii’s surf culture, combining Hurley’s coastal identity with the visual language of golf. Using a Hawaii inspired pattern provided by Hurley as the foundation, the project explores the intersection of two distinct lifestyles, surf and fairway. The concept behind Fairwaves (Fairway + Waves) merges elements from both worlds, blending relaxed surf aesthetics with the structured visual cues of golf to create a playful crossover collection.
As the Creative Graphic Artist on the project, I led the design process from the initial inspiration phase through to final execution. My responsibilities included developing the crossover Fairwaves logo lockup, creating graphic artwork for apparel, and extending the visual system across multiple touchpoints including T-shirt graphics, headwear patches, towels, packaging, stickers, and promotional merchandise. The result is a cohesive collection that bridges sport cultures while maintaining Hurley’s distinctive coastal style.
The collection aims to capture the relaxed energy of Hawaiian surf culture while introducing playful golf references that feel fresh and wearable.
Collection Concept / Inspiration
The color palette is derived from Hurley’s Hawaii inspired pattern, which serves as the visual foundation of the Fairwaves collection. The concept blends elements of coastal surf culture with classic golf aesthetics, creating a playful crossover between the fairway and the waves.
Apparel & Accessories Design
Packaging Design
Below are the box design, from left to right is the exterior, inside tray and the interior of the box. I created them inside illustrator with the exact sizing and dimension.
Promotional Materials / Event Items
Sometimes I would be given opportunities to design graphics that goes on unusual products for marketing purposes. During the Hurley Fairwaves campaign, I customise graphics goes on a surfboard shaped retail signage, a surf wax and some golf tees. I was in charge of measuring the products' sizing/dimension then figure out what printing methods are available for the products' material, to the final execution of production.
Final Products
