Fletcher Chouinard Design Surfboards is unlike any other surfboard company. FCD challenges the current state of the bloated, mass-produced surfboard industry. As an essential part of Patagonia's surf product offering, FCD echoes Patagonia's sincere commitment to building innovative, environmentally conscious, hand-crafted products. In 2015, we were brought on to redesign their website and re-imagine how their digital presence could help tell their story and strengthen the bonds they share with their community.
The design and layout of the website helps tell the story of FCD and highlights the relationship between surfer and shaper. FCD is by surfers for surfers. The site features ways for interested surfers to learn more about their process and connect directly with one of the crew members who will likely be building their surfboard. The authenticity of the brand and its community, ambassadors, and founders is undeniable; finding ways to highlight that in the site was a priority.
Studio Rubric is able to break down the creative process and quickly outline what it will take in order to bring abstract ideas into a digestible form whether digital or print. The work Unlisted has done provides an important link between the client and execution of their product.
— Scott Massey, Art Director