Richard Schmidt Surf School, Santa Cruz, CA — I have worked with the Richard Schmidt Surf School (RSSS) developing their brand and creating much of their marketing assets such as the new RSSS logo, website(s), printed collateral, advertising, forms. At first glance, this brochure looks like your standard brochure or rack card that can be found in the local hotel lobbies and surf shops. Most of those brochures and rack cards usually get tossed after the vacationer's trip is over. However, I wanted to add extra interactivity — which prolongs their interest — and value to the reader by making the backside of the brochure once unfolded into a mini poster and souvenir. It becomes more memorable and has the potential to not just be thrown away after the visitors' trips are over. I also did much of the writing and copy editing for their brochures and website.