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Surf-Rodz was born out a keen interest in beautifully made high-performance gear for riding snow, road and water. Truly a brick and mortar company back in 2011, it was run by a lone wolf Wayne Gallipoli who designed his dream decks and partnered with local manufactures in CT to create an ideal eco-friendly made in the USA product. The whole buying process was operating through his direct contact with customers over the phone and through e-mail, and fairly drawn out. Despite their high quality high tech product, the surf-rodz website fell short of being able to make a simple sale. I worked closely with Wayne and photographer Stephen Ciucolli, to create a dynamic website inspired by the rich possibilities of print design. Design research was heavily focused on the work of surfer and designer David Carson and RayGun magazine. The new surf-rodz site treated each page as an opportunity to layout a new poster that could articulate product specs, company information, the Surf-Rodz collaborative process and of course an e-store allowing users to customize their own boards through a configurator.