ELECTRIC SURFBOARD
LIND — Brand & product development
Art Director & Lead Designer
Project: Brand development
Disciplines: AD, Design, 3D. Art
Client: LIND Art & Technology
Year: 2023 — 26
Links —
LIND / The full scope
LIND / Official website
LIND / Instagram
LIND has been one of the most rewarding projects I've worked on. The team has been small, which has meant wearing a lot of hats — brand and art direction, CGI, motion, digital, photography, print. A lot of ground covered in a few very productive years.
Shaping the vision
When we joined LIND in 2023, the product was still in development and no boards had reached the market. Together with Creative Director Marcus Ivarsson, we worked closely with the founders to define what LIND should become, and then shaped the brand platform, the visual identity and the board itself.
From the start, the direction was clear: LIND should look and feel like a classic surfboard, not a wakeboard with a motor.
We were not involved in the engineering or technical development of the board itself. That sat with a team that included former NASA engineers. Our role was to help shape the brand and product from a visual and experience point of view: how it should look and feel, and how that thinking should carry through the board, battery, charger, digital experiences and the wider LIND brand.
It came down to one idea:
From above, a surfboard.
From below, a spacecraft.
The board itself draws inspiration from classic surf culture and the clean shapes of the 1960s. It is still shaped much like a traditional surfboard, which gives LIND the freedom to work with different shapers and explore new forms, colours and expressions. Underneath is where the technology takes over.
An early version of the logo was already there when we arrived, drawn by Tim McCullough, Global Marketing & Sales Director at LIND. I loved how minimal it was and knew straight away we wanted to keep it and build on it. It carries both a hint of 1960s surf culture and something almost NASA-like, with the circle standing for the setting sun.
The name comes from one of the founders, Alexander Lind.
Making technology part of the identity
We wanted the tech to feel designed, not only engineered. The battery is a good example. It shouldn't look like a power bank with a logo on it, it should look like it belongs to a surfboard. So it says surfboard on it. Colour and typography did the rest. The charger, propulsion housing, interfaces, packaging, app and website got the same treatment. Different jobs, same family.
Building a world before the product existed
When I joined, the board was still being designed. We were part of shaping it and pushed for a classic surfboard shape. Once the CAD files were ready, I brought them into Cinema 4D, Substance Painter and Unreal Engine and started building LIND's visual world before there were any production boards.
As Art Director, I wanted the way we visualised the board to feel different from typical watersports advertising. We treated the board more like an art object and used large pieces of fabric to create abstract waves, water and ocean.
That connected to the first edition, Canvas. Almost completely white, with just the wooden stringer and a minimal LIND mark, as clean as a blank canvas. The name worked on a few levels: the board's materials and construction, a clean starting point that could later take on almost any expression, and the fabric we used in the CGI to build the ocean around it.
LIND × RIVA
In 2026, the most recent edition became a collaboration with Riva, the Italian boatyard behind the Aquarama. It started with a set of visions I created to explore what a LIND board in Riva mahogany could be. Those images opened the conversation, and the collaboration followed. The final design was shaped largely by the client, but the initial direction started here.
Three years after we started, when there was no finished product and no established market, LIND had evolved into a clearly defined product and brand. That work eventually opened the door to collaborations with established names, including a boatyard founded in 1842.
For a broader overview of the visual work created for LIND, see the full collection at the link below.
LIND — The Full Scope
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