WATER

In 2000, I was approached via Thom McElroy by Steve Zeldin and Preston Murray (Zeldo and PM). They wanted to launch a surf magazine, but not just any surf magazine, a publication that was more like a book. A quarterly that you would want to hold on to, and think twice about lending or tossing out. A respectful publication allowing opportunity to get deeper into interviews and industry insights, taking days not hours to read through. They had me at "surf mag", but we sealed the deal on a table napkin at Billy's at the Beach (I'm not kidding). I helped them conceive the look/feel and overall visual direction for the magazine, and implemented several issues. I worked closely with them on workflow and attempted to outline processes helping them operate more efficiently (I say attempted because if you know, you know). Water was an honest and refreshing take on modern surf culture at the time, and some say it elevated surfing to a new creative aesthetic and changed the surf media game forever.