A surfing patent attorney from Carlsbad, CA is on a mission to rid the world of boring boards. Taphouse was challenged with naming the product, designing the logo and developing the packaging and website. Jason Ferrone, an avid surfer, developed BoardStix to provide surfers of all ages the tools to unleash their creativity on their boring white surfboards, longboards, fish, and SUPs without consequences. Surfers can use these pens to trick, seal, surf, remove and retrick their boards over and over again. We ran the new product through the OnTap Brand Process to reveal the company’s character, promise, purpose, vision, differentiation, directives and position. OnTap clarified the brand mindset, provided insight to the company and defined the strategic and creative foundation. A surfboard pierces the center of a modern capital letter B enclosed in a tilted cyan oval. The font’s slight lean and geometric forms create a feeling of power and speed. The tagline, “Trick your stick”, is always centered below in grey when space allows. BoardStix has been gaining world wide exposure. Jordy Smith has a new set of BoardStix and we can’t wait to see his latest tricked out board. Smith won both the 2010 and 2011 Billabong J-Bay competitions in South Africa, which is part of the WCT Dream Tour, making him the no. 1 ranked surfer in the world. The product was also recently endorsed by Blank Snowboards.