Researcher(s)
- Sara Dunathan, Visual Communications, University of Delaware
Faculty Mentor(s)
- Katie Leech, Visual Communications, University of Delaware
Abstract
Surfing is often viewed as an individual sport focused on competition and performance, for many surfers, the strongest aspect of the experience is the community. Growing up in a surf town on Long Island, I experienced how surfing creates friendships, confidence, and a sense of belonging that extends beyond just the waves. This research investigates how visual communication design can foster community and encourage greater participation among women in surf culture.
The primary research question asks: How can branding and visual communication design create a stronger sense of belonging for women in surf culture? To answer this question, I conducted interviews with surfers of varying ages and experience levels alongside a review of scholarly literature on surf culture, women’s participation in surfing, sport psychology, and community building. Across both the interviews and existing research, one theme emerged consistently: surfers value the relationships they build as much as the sport itself. Participants described their favorite surfing memories through the people they were with rather than the waves they caught, while research suggests that much of surfing is spent waiting between waves, allowing the lineup to become an important social space for conversation, mentorship, and connection.
In response, I developed a conceptual women’s surf club and visual identity that promotes inclusion through branding, community events, social media, apparel, and educational programming. Rather than emphasizing competition alone, the club and competition celebrates friendship, mentorship, and shared experiences. This project demonstrates how visual communication can strengthen community, empower women to enter the lineup with confidence, and create a more welcoming and inclusive future for surf culture.