Well, first of all you consult guys that are as far from water as possible in their daily life. Then you tell them to do what they do best. This is how we briefed the artist Mikael Dalnäs, a.k.a Smod-Mike, a former extreme skate boarder from the notorious Team Smod: Use the hammer of Thor and a dragon and just kill it.
To keep everything crispy and sharp you need graphically skilled people with a manic passion for typefaces and fonts and design and compiling. So we consulted Martin Necander and Chris Andersson from The Art Department who have helped us with everything from logo types to the homepage you’re reading right now. Their site is under construction because of us breathing down their necks about launching ours. But soon you will be able to check their styles at theartdepartment.se