Pilgrim Surf + Supply is a surfing and apparel brand with stores in Williamsburg, Brooklyn and Amagansett, NY.
I designed and developed Pilgrim's website. The site showcases various artists and designers in Pilgrim's circle of friends, displays a stream of updates from the shop, and provides an easily-navigable interface to quickly sort through the surfboards that they have in stock.
Since Pilgrim opened its doors last year, it has become a central hub of the NYC surfing community. It serves as a friendly, all-inclusive counterpoint to New York's corporate surf shops – in addition to selling great products, they host poetry readings, coordinate surfboard exchanges, and spearhead Hurricane Sandy beach cleanup efforts. The site is careful not to separate the store's culture from its commerce, because for Pilgrim, they're one and the same.
I turned Pilgrim's HunterGatherer-designed logo into a simplified silhouette and used it as the site's primary design element. As you scroll down the landing page, the logo gradually reduces to its elemental form and becomes a marker pointing to the menu. I used this same marker throughout the site to point to various things that require the viewer's attention – from gradually-loading content to drop-down menu items.
The surfboard section of the site enables visitors to filter through more than a hundred surfboards without leaving the page.
The design of this site strives to be "invisible" and unobtrusive. Its minimal color palette and elegant structure ensure that each visitor effortlessly receives a pure dose of Pilgrim's culture and commerce. I carefully considered each design decision so that no one will ever look at the site and think about its design.
Recently, I worked at an awesome design firm called HunterGatherer in New York, and I got the opportunity to re-vamp and rebuild their website.
The previous version of their site had worked well for the last few years, but it was time for an update. The old site had "project" pages that consisted of horizontally-oriented click-through slideshows. I switched the site to a vertical-scrolling orientation, which made the site easier to navigate and allowed me to use significantly larger images and videos to showcase HunterGatherer's work. I also added a persistent, randomized grid of additional projects at the bottom of each project page, and lots of subtle CSS3 transitions to make the user's experience more fluid.
I made all of these decisions to reduce the amount of clicks that visitors have to make – so they can sit back, relax, and lose themselves in the work.
I also worked with HunterGatherer's Creative Director Todd St. John to create ToddStJohn.com, a home for his non-commercial artwork. This site has the same basic structure as HunterGatherer.net, but it's simplified and stripped-down to complement his work.
Both of these sites (as well as my work for Pilgrim) are fully responsive, so they display beautifully on screens of any size.
Beautiful Swear Words is a self-initiated project that combines truth, beauty, art, and lulz.
The site showcases an extensive series of illustrative profanities – each drawn by hand with non-photo blue pencil, black ink, and white out, then scanned and colored in Photoshop.
After a few weeks of media exposure, Cartoon Network's Adult Swim contacted me for permission to air a commercial they had created about Beautiful Swear Words – I gave them a huge "Fuck Yes!" and the following spot aired five times on prime-time national television:
Beautiful Swear Words is a painstakingly-illustrated exploration of the tension between form and content. The project asks: Are these swear words beautiful because they're beautifully rendered? Or are they beautiful on their own merit?
Is it possible to experience beauty and transcendence while contemplating words like "Shitfuck" and "Badonkadonk"?
These are a few limited-edition Beautiful Swear Words T-shirts (and one skateboard deck). They were briefly available online, but quickly sold out – more coming sometime soon!
In my early teenage years, I spent a large amount of my time thinking about and practicing graffiti art – an interest that later evolved into an outright obsession with design and typography.
Last year, Christian Acker invited me to contribute an alphabet to a book on the form and philosophy of graffiti handstyles, Flip The Script: A Handbook for Aspiring Vandals and Typographers.