Capstone 2012: Seventeenth Street Brand Identity Spring 2012 Design by Jonathan Avery Seventeenth Street is a concept for a surf shop that infuses surf, art and lifestyles. To help create the brand, Jonathan Avery designed a stationery system, website, posters, t-shirt designs, and packaging. From the mission statement: We took the concept of a surf shop and perfected it, by integrating surf and art with local ideology. The apparel and merchandise are made by us-or local companies. This way you know everything is designed by people from the community who know what you want. We believe that a store has the ability to be more then just a location to buy goods, it should have the ability to bring people together through like-minded interests. You can rep your local spot and express yourself in a way that shows you’re proud of where you come from. Seventeenth Street is here to create a network that strengthens the community, and you can’t beat that.