Roxy began as a women’s surfing-oriented lifestyle brand for fanatics of the sport. As they grew and their customers expanded how they liked to spend time outdoors, they needed to become a brand with technical performance balanced with an active life that went far beyond surfing alone. We worked with Roxy to create the name, wordmark, narrative, messaging, advertising, labeling, and packaging with a sun-drenched style for their brand extension: Roxy Athletix.