G-Waves
Reimagining
the Movie-Going
Experience
Infos
Project Background
Swiss Company
Project Type
Identity, Coming Soon page
Tools
CSS
Html
Photoshop
Illustrator
Role
UX Designer
UI Designer
Timeline
1 month
@2022
Process
Analysis
Briefing
User persona
JTBD
Functional analysis
Research
User flow & CJM
Information architecture
User interview
Competitive analysis
Prototyping
Service structure
Functional prototype
Wireframes
Technical specification
Design
Visual concept
Design system
Icon design
Testing
Main flow testing
Interactive prototype
Specification
As a new company entering an emerging market, G-Waves team needed a strong brand presence that could capture the energy of surfing while feeling premium, modern, and credible from day one.
My role was to create the foundational brand experience: logo design, visual identity essentials, business cards, and a “coming soon” landing page to build awareness ahead of launch.
Challenge
Launching a surf brand in Geneva presents a unique positioning challenge.
Surfing is deeply tied to coastal culture, freedom, and lifestyle, but G-Waves exists in a landlocked environment powered by advanced technology. The brand needed to bridge both worlds: authentic surf energy + Swiss precision innovation.
The identity also had to appeal to a broad audience:
Beginners discovering surfing for the first time
Experienced surfers seeking performance waves
Investors and business partners
A local audience unfamiliar with artificial wave technology.
Solution
I developed a launch-ready visual identity system centered around movement, energy, and clarity.
The logo was designed to reflect wave motion, momentum, and modern simplicity, creating a mark that feels dynamic yet premium.
Design principles:
• Fluid forms inspired by wave movement
• Minimal, clean geometry for a contemporary feel
• Strong recognizability across digital and print
• Scalable for signage, merchandise, and marketing
Designing G-Waves Identity
Visual identity
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Outcome:
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