Aurora Surf
About Aurora Surf
Aurora Surf is a love letter to Warrnambool. An unconditional love. A sometimes undeserving love, but that’s Chris Hosie.
Chris is the founder of Aurora Surf and one thing we’ve learned from working with him is that there is very little that can break this guy’s spirit. Not even an 8°C day in August, when the ocean is ferocious and the wind is unforgiving. He’s on the beach building a sandcastle, sand in his eyes, surrounded by a bunch of people he’s somehow managed to pass his stoke onto. That energy — the optimism, the connection and the absolute commitment to getting people in the ocean — is the essence of Aurora Surf.
Aurora is a non-conventional surf school bringing a fresh, experienced approach to recreation, conservation and outdoor health. Through hands-on, evidence-based teaching, they focus on connecting people to the ocean, uplifting spirits and riding the wave of life together.
Our objective was to create a brand that fully embraced the Warrnambool coastline, starting with one of its most misunderstood residents: kelp. What many locals see as a nuisance became a key part of the visual identity. We designed the type logo to feel windblown and weather-beaten, like it’s holding on for dear life — a little nod to the conditions that make Warrnambool what it is.
The colour palette was pulled straight from the beach: marshmallow-pink skies, murky seaweed greens and the colours of the coastline on a wild Victorian day. We wanted it to feel unmistakably surf, without falling into the usual surf-brand clichés. A little rough around the edges, full of optimism and completely at home in Warrnambool.
Secrets
Chris didn’t know what Instagram was when we started working for him. It was 2023 and Instagram had been on every other persons phone since 2010. Didn’t know what the logo looked like, didn’t know what a feed was. He’s a face-to-face kinda guy and we respect and envy that in equal measure.
Project scope
Brand design
Copywriting
Signage
Stationery
Merch
Art direction
Social media
Photography by Lani Glennan
Kind words
Studio Dreams perfectly captured the spirit of Aurora Surf. Beyond the creative vision, the whole process was seamless. They were professional, responsive, and clearly took the time to understand our business rather than just handing us a generic package. If you're looking for a studio that can translate the feeling of a place into a brand, look no further.
— Chris Hosie, Owner/world’s nicest guy.
