The sfimedia branding is congruous with the design team's group identity and in reverence to our first love - nature.

We developed the stone logo as a symbol of nature's potency.

Being an enthusiastic surfer, Steve Fearn our founder and creative director wanted to use the concept of a smooth sea-sculpted pebble.
The pebble is a versatile resource, a powerful tool and an object that creates ripples and movement. Even as it lies embedded in the sand with the waves washing over it, it remains charged with an energy, a potential that may be picked up at any moment.












"I think when a surfer becomes a surfer, it's almost like an obligation to be an environmentalist at the same time."

Kelly Slater