Carl Lisk started surfing in the 70’s in California. His passion for a more perfect wave had him find his way to Maui as soon as he turned 18. A true waterman, he spent the next 20+ years as a Maui Ocean Safety Officer (lifeguard). All while never losing his commitment to surfing. As it happens with a lot of surfers, Carl was never satisfied with his boards and eventually started to shape his own. His signature fish tail shape is reminiscent of boards he rode in his youth and embody his carefree sensibility and good time attitude.

The branding had to feel authentically Carl. The underlined “s” in the wordmark of his last name is used to eccentuate how integral surfing has been throughout his life. His only true constant. The imperfection in the letter forms represent his desire to immediately ride his latest creation. Less about being perfect and more about being done and ready to ride.