OH SEA
BUSINESS
Swimwear
SCOPE OF WORK
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Brand strategy & naming
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Visual identity with brand guidelines
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Art direction & photography direction
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Social Identity Development (Instagram Visual System)
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Brand Messaging & Manifesto Development
PHASE TWO (in progress)
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Campaign & Poster Art Direction
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Website
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Email marketing
Oh Sea began as “Delicious American Made,” a name the founder had held onto for fifteen years. He initially came to me for an e-commerce website—but through our discovery process, it became clear the brand needed more than a site. It needed clarity.
We repositioned and renamed the company, evolving it into Oh Sea—a California swimwear brand inspired by the laid-back confidence of coastal Orange County (a phonetic nod to “OC”).
I partnered with the founder to build the brand from the ground up—defining both the visual and verbal identity to create a cohesive system designed to scale.
Voice
Confident
Playful
Laid-back
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1234 #$!
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Typography
Color
Photography
BORN IN OC
OH SEA’S ORIGINS & LOGO
One theme surfaced repeatedly in discovery: the founder’s deep connection to Orange County. He spoke about how radically different it feels from Los Angeles—slower, warmer, more grounded—and how it’s where the brand was conceived after 15+ years of living there.
That connection became the foundation for the name and visual identity.
Oh Sea is a phonetic nod to “OC,” anchoring the brand directly to its geographic roots. The logo reinforces that origin, with an abstract orange slice integrated into the “O”—a quiet but intentional reference to Orange County.
The tagline, “Born in OC,” crystallizes that positioning. It signals provenance, pride, and place—grounding the brand in a specific cultural identity rather than a generic California aesthetic.
LOGO APPLICATIONS
A variety of mockups illustrate Oh Sea as a coastal California swimwear brand that embodies effortless confidence over excess—a refreshing alternative to over-styled beach luxury.
MESSAGING
I developed the brand’s foundational messaging, including: positioning statement, tone of voice framework, core brand pillars, and manifesto copy.
The voice is confident but understated—never loud, never overworked. It reflects the product: minimal, modern, and wearable.
OH SEA MANIFESTO
This brand was born in Orange County—
Where we don't chase trends.
We move with the tide.
Mismatched bikinis are a way of life.
So are year-round tan lines and salt in your hair.
Summer isn’t a season here.
It’s your favorite song you never take off repeat.
We live for boat days, late nights.
Mornings after you don't explain.
Malibu may have all the stars,
But we have the sun.
Born on the coast,
Worn everywhere else.
We are Oh Sea.
SOCIAL MEDIA IDENTITY
Instagram functions as the brand’s first storefront. Rather than designing isolated posts, I built a scalable visual rhythm for the grid, which included: Highlight icons, color sequencing, and selected crops. The result is a cohesive feed that mirrors the brand’s packaging and future website experience.
