New Amsterdam Surf Association Website Redesign

The current website of New Amsterdam Surf Association feels outdated and lacks the energy and identity of a modern Amsterdam-based surf brand. Visually, it’s uninspiring, with little contrast and no clear focus on the products. Compared to competing brands, the site falls behind in both design and overall user experience, failing to convey the story, vibe, and uniqueness of the label.

For this redesign, I focused on creating a clean and minimalistic layout that puts the spotlight on the products. Through a well-structured interface, impactful photography, engaging video content, and an inspiring journal section, the website now offers not only clarity but also a strong sense of brand identity. The new design enhances the user experience while reflecting the culture and creativity of New Amsterdam Surf Association.

I also integrated key marketing elements, such as an email sign-up section, to support conversion and customer engagement.

More details about the concept, visual direction, and structural choices can be found in the accompanying design document.