Longboard Graphics – Living the Boardlife
We began working with Blue Reef in 2009, starting with graphics for their first generation of boards. Since then, we have supported them through several exciting changes. At the beginning, Blue Reef focused on creating handmade interiors for classic VW camper vans. However, as their love for board sports grew, their focus slowly shifted. Eventually, they moved toward what truly inspired them: producing high-quality longboards. As the brand evolved, we helped refine their identity so it could naturally grow in this new direction.
The brief
Designing longboard graphics calls for a different approach than traditional skateboard artwork. Typically, skateboard designs lean toward a gritty, punk-rock aesthetic. In contrast, John at Blue Reef wanted something brighter and more nostalgic. Specifically, he imagined a colourful 1970s retro look inspired by surf culture, sunshine, and bold patterns.
Previously, we had worked together on a project that stayed close to their original branding. This time, however, the brief encouraged a more expressive style. As a result, John challenged us to move beyond convention, embrace creativity, and develop designs that felt fresh, lively, and full of personality.
The result
Ultimately, we delivered a collection of longboard graphics that met every goal. We built the designs around a bright, uplifting colour palette and combined it with strong vintage influences. Because of this, the artwork instantly captured the feeling of warm California sunshine. At the same time, the final designs reflected the unmistakable charm of the 1970s while still fitting naturally within the Blue Reef brand. Most importantly, the graphics stayed true to John’s original vision: longboards that feel fun, energetic, and boldly retro.
Client feedback
Yet again the team at BLU:72 have come up with the goods. Exactly what I was looking for. I’m sure these new longboard graphics will go down well, they are perfect for our customers.
John Wingate, Director – Blue Reef UK Ltd.
Branded apparel and equipment
After finalising the longboard graphics, we moved on to creating a collection of branded apparel and accessories. This included T-shirts, caps, and a variety of other items that carried the same retro style. As a thank-you, the Blue Reef team even gifted us one of the finished boards, a gesture that showed how much they valued the collaboration.
We also picked up two of their T-shirts from the online store, if you want to grab one yourself, you can find the collection on Teemill.
How the the boards were made
If you’re curious about how the boards get printed, you can watch a short behind-the-scenes video here. It’s a fascinating look at the craftsmanship and precise techniques that go into every deck.
A brief history of Longboards
Longboarding began in the 1950s with Hawaiian surfers creating land-based surfboards to ride when there were no waves. By 1976, Venice Beach was a major cultural epicentre for the “heyday” of skateboarding and roller skating. This period was associated with the surf-inspired “Dogtown” style, utilising boards that evolved from simple wooden planks to performance-oriented decks with polyurethane wheels.
Modern decks now rely on advanced materials, refined shapes, and precision engineering to deliver the smooth, stable ride that longboarders love.
Other projects
At BLU:72, we love designing branded apparel and equipment. Over the years, we’ve worked on a wide range of creative projects that blend strategy, craftsmanship, and bold design. Feel free to explore some of our other work to see how we help brands bring their ideas to life.
