Surfing and graphic design were both part of my daily life. For this reason, I found myself drawn to creating work that involved the two. Surf culture is often perceived as a free spirited subculture that chases waves. Graphic design is a creative process that chases the communication ideal. Surfing, which relies on wind, currents and tides, is mostly uncontrollable, while graphic design is carefully controlled and methodical. I was interested in exploring graphic design wherein the decision-making process no longer relied on the designer's aesthetics but instead on uncontrollable aspects, as is the case in the surfing culture.

Surfography is an artistic concept that I developed and pioneered; it is a fusion of typography, photography and surfing. My explorations consisted of using surf culture signs and codes within my design concepts. The unpredictability of the surf elements influenced the decision-making process and played an important role in the outcome of the work.