Mourning Surf






Founded by dancer and professor, J’aime Morrison, Mourning Surf offers movement workshops to support the grief process.

This project was unlike any other because developing the branding meant diving deep into J’aime’s intimate story of grief and her personal mourning process after the loss of her husband. Her personal experience is what propelled her to launch Mourning Surf and it naturally became the foundation for my branding inspiration.

It felt important for the Mourning Surf tone and language to honor and reflect J’aime’s open, honest and empathetic approach to dance and teaching. I also incorporated J’aime’s  various experiences as a dancer, choreographer, filmmaker and somatic educator.

During her grief journey, J’aime found solace in surf and would paddle out every morning at dawn. I decided to weave that into the Mourning Surf visuals, making her brand colors the sunrise hues over the Pacific ocean. And for the font, we selected fine and curvy fonts that convey movement and femininity.

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Los Angeles, California