When practicing my design, I kept circling back to surf brands on the east coast for inspiration. Brands like Kona Surf Co, Kitty Hawk Surf Co, and Ron Jon are some of my favorite for the easygoing, beachy vibe that I find so comforting. Ruse & Tide was an attempt to create a brandmark that you'd see walking down the boardwalk. Although it feels somewhat unfinished or flat, a few years ago I loved the direction it took and I'm eager to revisit it one day for a makeover.