O'NEILL COFFEE MUGs

Concept coffee mugs I designed within Adobe Photoshop CC to be used at marketing events across the nation to help spread brand awareness for O'Neill the global brand and only for promotional purposes by O'Neill.

Art Direction / Graphic-Design: CJ Smith

O'NEILL 60 YEAR CELEBRATION PoSTER

Concept poster I designed within Adobe illustrator CC celebrating 60+ years of business. I started with a hand sketch first with Apple iPad Pro + Apple Pencil. Once the hand sketch was completed I imported the drawing into Adobe illustrator to design the final look and feel of the 60 years poster.

Art Direction / Graphic-Design: CJ Smith

JORDY SMITH OLYMPIC LOGO DESIGN

I was tasked with designing Jordy Smith’s logo on his surfboard that’s going to be used during the olympics this year. Looking forward to watching it live during the Olympics in Tokyo, Japan. This is also the first year Surfing was introduced to the Olympics.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

TEAM O’NEILL VAN BRANDING

I was tasked with designing all the van wraps for O’Neill. These are company vans that drive around town making deliveries. This was part of the entirely new rebrand I designed for our entire company. This was a part of all the stationary re-brand and other items we use internally. One of the funnest projects I worked on.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL AMAZON PRODUCT LISTINGS PAGE

Concept layouts and designs I did for O’Neill’s Amazon business account listings and store front. I was tasked with updating the product descriptions for the all new Hyperfreak Hydro boardshorts featuring the all new “NO-TIE-FLY” design. I kept the design ascetics clean and consistent with the rest of the marketing material.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O’NEILL – HAWAII LIVE LOGO

I designed the Hawaii Live logo for O’Neill to be used as a video intro for a YouTube video series focusing on the Surfing lifestyle happening on the North Shore of Oahu. The campaign uses the hashtag #HawaiiLive across YouTube and all our other Social Media channels.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL AMAZON STOREFRONT DESIGN

Concept layouts and designs I designed for O’Neill’s Amazon Storefront. We just launched our brand new Amazon storefront and needed to get it dialed in ASAP. I came up with these web assets using Adobe InDesign within expected time frame. Timing was critical since we had to get our brand new Amazon Store Front up as soon as possible. I handled all the uploading and back end work needed to implement the design online by logging into Amazon’s backend content management system.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O’NEILL – Direct-to-Consumer (DTC) Catalog Design – Quarterly & Annual Editions

I lead the design and layout of O’Neill’s Direct-to-Consumer (DTC) catalogs, producing visually compelling and strategically organized editions released quarterly and annually. These catalogs serve as key sales and marketing tools—bridging the gap between digital engagement and physical brand presence.

Each catalog is crafted with a clean, modern aesthetic that reflects the season’s collections while staying rooted in O’Neill’s surf and outdoor heritage. I handle every aspect of the design process: from visual direction, typography, and layout to product placement, flow, and storytelling.

For the quarterly editions, I focus on highlighting seasonal drops, surf lifestyle imagery, and key product innovations with an editorial-style layout. The annual catalog takes a broader, brand-building approach—presenting the full range of apparel and gear to support the needs of the national sales team, retailers, and buyers.

Every catalog is designed for print and digital distribution, ensuring consistency across formats and ease of use in sales presentations, email campaigns, and retail showrooms. I work closely with marketing, merchandising, and sales departments to align messaging, product hierarchy, and timing with campaign goals.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL 2018 CAMPAIGN CONCEPT

This is one of many campaign concepts that I designed in house for a new look in 2018. The campaign concept would be used across all digital touch points as well as print advertisements.

Art Direction / Graphic-Design: CJ Smith

O'NEILL LOGO/HANG TAG DESIGNS

Concept logos I designed in Adobe illustrator CC for Spring 2019 use across various mediums including the digital space. Grit, Rugged, Timeless is the brand message for 2019.

Art Direction / Graphic-Design: CJ Smith

O'NEILL 2017 DIGITAL MARKETING CAMPAIGNS WITH SURFLINE & SURFER MAGAZINE

I designed the following digital advertising campaigns within Adobe Photoshop CC for display on SURFLINE and SURFER MAGAZINE websites. These campaigns are designed within a special photoshop template that's compatible with their websites and updated every quarter.

Art Direction: Ben Brough

Graphic-Design: CJ Smith

O'NEILL 2017 DIGITAL MARKETING CAMPAIGN ADS

I design digital display ads for O'Neill to be used across multiple online advertising channels from Google, Yahoo and Bing to (GDN) Google Display Network. These ads change art direction to match whatever season campaign is in effect at that time. Every season these are updated and redesigned and formatted in different shapes and sizes. Sometimes I design motion graphics in order to catch the online consumer's eye.

Art Direction: Ben Brough

Graphic-Design: CJ Smith

O'NEILL 2018 Technical Features Topper

I designed this technical display to be used throughout all in store displays as a topper highlighting O'Neill's newest technical board-short features. I designed a few different design variations for approval from our art director along with multiple design meetings deciding what was our best design option.

Art Direction: Ben Brough / Graphic-Design: CJ Smith

O'NEILL 2019 TRVLR SERIES BACKPACK DETAILS

I designed these product details pages to highlight the all new TRVLR series backpacks features for our sales team. Art direction was by Deke Angel who wanted me to keep the same ascetics I’ve been using throughout the entire year. Overall a really fun project to help out our sales team.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL CORPORATE BRANDING

I designed these business cards to be used throughout the entire O’Neill organization. This was my Art Directors information for purely mock up purposes, although we all ended up using this design.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL SPRING 2018 DIGITAL FIT GUIDES FOR MACY'S.COM

I design these digital display ads for use on Macys.com to showcase how each product fits.

Art Direction: Ben Brough

Graphic-Design: CJ Smith

O'NEILL SPRING 2018 TOWEL DESIGNS

I designed these retro inspired beach towels with Adobe illustrator CC for a special promotional campaign. Reggae was the inspiration behind these designs. The idea was to get something that would pop on the sand while it was laid out on the beach in Hawaii.

Art Direction / Graphic-Design: CJ Smith

JACK O'NEILL 2017 DIGITAL MARKETING CAMPAIGN ADS

I design digital display ads for Jack O'Neill to be used across multiple online advertising channels from Google, Yahoo and Bing to (GDN) Google Display Network. These ads change art direction to match whatever season campaign is in effect at that time. Every season these are updated and redesigned and formatted in different shapes and sizes. Sometimes I design motion graphics in order to catch the online consumer's eye.

Art Direction: Ben Brough

Graphic-Design: CJ Smith

O'NEILL Size Chart for Amazon listings

Concept I designed to help Amazon customers understand the sizing options before they make a purchase online.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL 2016 - 2019 MACY'S IN STORE/POP

I design in-store/POP graphics for MACY'S and NORDSTROMS, one of the O'Neill brand's largest accounts. I design new layouts each season reflecting the latest campaign for that particular season. Below is our 2019 In-Store for Huntington Surf & Sport in Huntington Beach on PCH and Main Street.

Art Direction: Ben Brough & Deke Angel

Graphic-Design: CJ Smith

O'NEILL SPRING 2018 DIGITAL MARKETING CAMPAIGN CONCEPTS

Every season I design multiple design concepts in order to gain new campaign ideas to be used throughout the season. O'Neill is a global fashion brand that requires fresh new looks for each season e.g. Spring, Summer, Fall, Holiday. This spring O'Neill is trying to go for a cleaner hip look vs the tech look that the brand has used for decades.

Art Direction / Graphic-Design: CJ Smith

O'NEILL SUMMER 2018 DIGITAL MARKETING CAMPAIGN CONCEPTS

Every season I design multiple design concepts in order to gain new campaign ideas to be used throughout the season. O'Neill is a global fashion brand that requires fresh new looks for each season e.g. Spring, Summer, Fall, Holiday. This summer O'Neill is trying to go for a cleaner hip look vs the tech look that the brand has used for decades.

Art Direction / Graphic-Design: CJ Smith

O'NEILL 2019 TEAM POSTER

Every year I'm tasked with designing O'Neill's team poster that gets distributed internationally throughout the year at every major Surfing event across the globe. This is a critical piece for the team riders to sign and pass out to their fans after each surfing event.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

Marketing Spread Design – O’Neill Quarterly Catalogs

For O’Neill’s quarterly catalogs, I designed marketing spreads that elevated seasonal campaigns and product storytelling through bold, high-quality visuals and editorial-level layouts. These spreads served as cornerstone moments within each catalog—designed to capture attention, express brand energy, and drive product interest.

Working closely with the in-house photo studio, I art-directed the integration of photography and design—selecting hero shots, composing dynamic layouts, and ensuring every image and graphic complemented the product narrative. I balanced lifestyle imagery with clean typography and visual rhythm to guide the reader’s eye while delivering key messaging and seasonal themes.

Each spread was crafted to align with broader brand campaigns, product priorities, and retail objectives—serving both aesthetic and strategic purposes. The result was a series of polished, print-ready designs that not only showcased O’Neill’s apparel but also told a deeper brand story rooted in surf culture, performance, and style.

Art Direction: Ben Brough

Graphic-Design: CJ Smith

Sales Team Quarterly Catalog Design – O’Neill

I design the quarterly catalogs for the O’Neill Sales Team, creating a clean, visually organized, and brand-aligned tool that supports seasonal product launches and retail presentations. These catalogs serve as a critical resource for sales reps—providing a clear, compelling showcase of each collection’s offerings, key features, and product positioning.

Each catalog is thoughtfully structured to highlight style groupings, technical innovations, and marketing initiatives, ensuring the sales team has everything they need to confidently present to retailers and buyers. I work cross-functionally with merchandising, marketing, and production teams to ensure accuracy, consistency, and clarity across every page.

From layout and typography to product flow and featured stories, I design each piece with both form and function in mind—balancing lifestyle imagery with detailed product information. The final result is a professional-grade catalog that empowers the sales team and reinforces O’Neill’s commitment to quality, innovation, and authentic surf culture.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL 2020 SALES CATALOGS

O'Neill went through a re-design across the board and all touch points including catalogs. Instead of making two separate catalogs for the sales team, we decided combine the Jack O'Neill collection into our main product catalogs. 2018 was an interesting year with a lot of brand changes. Grit, Rugged, and Timeless was the new message conveyed.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL 2018 CATALOG CONCEPTS

Every season I design hundreds of pages for large product catalogs. I was tasked with coming up with a fresh new look for Spring 2018. This is one of many new looks.

Art Direction / Graphic-Design: CJ Smith

O'NEILL 2019 SPRING CATALOG PREVIEW

I designed the entire Spring 2019 O’Neill Catalog with the help of David Culbertson and our Art Director Deke Angel. Every SPring, Summer, Fall, and Holiday season we design the catalog for the entire O’Neill men’s clothing lineup. We typically design in a small three person team as part of the O’Neill marketing department.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

O'NEILL NEWSLETTER CONCEPTS

These are some samples of various newsletter designs I came up with for a fresh new look. Grit, Rugged, Timeless was the theme and brand messages being conveyed. Once the design is complete I use Adobe Photoshop CC to slice and edit each hyperlink and add the neccessary HTML code with exported images in a web ready compressed format with attached jpeg images in a separate folder.

Art Direction / Graphic-Design: CJ Smith

O'NEILL SPRING 2019 SELL IN SHEETS

Every season I design sell in sheets for O'Neill's sales team. These are a crucial part considering it lets our retailers get their orders in early before everyone else.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

SPRING 2019 CATALOG COVER CONCEPTS

I designed these catalog cover concepts as part of a brand new look and feel for the brand in spring 2019. This is one of many parts to a major re-design campaign art direction assignment. This was a fun project because I had no Art Direction and a chance to create my own unique art.

Art Direction / Graphic-Design: CJ Smith

Social Media Ads

As a Graphic Designer for O'Neill, I crafted engaging advertisements that authentically reflected the brand's surf and adventure ethos. By incorporating user-generated content, we showcased real customers enjoying O'Neill products in dynamic settings, fostering community and trust. This approach not only enhanced customer engagement but also improved the overall shopping experience. ​

In collaboration with the marketing team, I developed a campaign that seamlessly integrated display advertising across multiple platforms, ensuring consistent brand messaging and reaching a broader audience.

Additionally, I contributed to the O'Neill Blue campaign, focusing on sustainability by promoting eco-friendly products through visually compelling ads that emphasized the brand's commitment to the environment.

These initiatives led to increased online engagement and reinforced O'Neill's position as a leader in the surf and lifestyle industry.​

Art Direction: Deke Angel

Graphic-Design: CJ Smith

SPRING 2019 SALES MEETING SLIDE & PRINTED HAND OUT

I designed this slide and printed hand out for the 2019 spring sales meeting presentation focusing on the variety of T-Shirt blanks being offered in the 2019 seasons.

Art Direction: Deke Angel / Graphic-Design: CJ Smith

JACK'S SURFBOARDS WINDOW / HUNTINGTON BEACH, CA

I design the Jack's Surfboard window in Huntington Beach, CA off Main Street across from the pier every transitional season. This is the latest campaign from 2018.

Art Direction: Ben Brough / Graphic-Design: CJ Smith

RE-DESIGN OF ART REQUEST FORM

I was tasked with a re-design of our internal art request process and came up with a new interactive PDF form I designed within InDesign CC.

Art Direction: Deke Angel / Graphic-Design: CJ Smith

O’Neill “No-Tie-Fly” Hang Tag Design

I designed the hang tag for O’Neill’s innovative “No-Tie-Fly” Boardshort Closure System, a game-changing feature in performance surfwear. The goal was to create a compact, high-impact design that clearly communicated the function and benefit of the new closure system while staying true to O’Neill’s premium brand aesthetic.

The hang tag combines clean typography, sharp iconography, and minimal surf-tech visuals to quickly educate the customer on how the system works—eliminating traditional drawstrings for a secure, streamlined fit. I balanced technical explanation with lifestyle appeal, using modern layout and brand-consistent colors to grab attention both in-store and online.

The final design not only explained the technology but elevated the perception of innovation, reinforcing O’Neill’s legacy as a leader in surf gear progression.

Art Direction: Deke Angel

Graphic-Design: CJ Smith

2018 O'NEILL SEA ODYSSEY BRANDING

I was tasked with designing a brand new campaign branding for oneillseaodyssey.org 

Art Direction: Deke Angel / Graphic-Design: CJ Smith

2017–PRESENT GOOGLE DISPLAY ADS

As part of my role in designing Google Ads campaigns for O'Neill, I focused on creating visually compelling and strategically targeted advertisements that aligned with the brand's identity and marketing objectives. The campaigns were designed to enhance online visibility, drive traffic to the website, and increase conversions.​

Key Features of the Google Ads Campaigns:

• Dynamic Retargeting: Implemented personalized product ads to re-engage visitors who had previously interacted with the O'Neill website, showcasing products they viewed or related items to encourage return visits and purchases.

• Responsive Display Ads: Developed ads that automatically adjusted their size, appearance, and format to fit available ad spaces across the Google Display Network, ensuring optimal display on various devices and platforms.

• Targeted Audience Segmentation: Utilized data-driven insights to create audience segments based on demographics, interests, and behaviors, allowing for more precise ad targeting and improved engagement rates.​

• A/B Testing: Conducted experiments with different ad creatives, headlines, and calls-to-action to identify the most effective combinations for driving clicks and conversions.​

Results Achieved:

• Increased Click-Through Rates (CTR): The tailored ad creatives and strategic targeting led to a significant uplift in CTR, indicating higher engagement levels.​

• Enhanced Conversion Rates: By directing users to dedicated landing pages with cohesive messaging and design, the campaigns achieved a notable improvement in conversion rates.​

• Improved Return on Ad Spend (ROAS): The efficient use of budget through targeted advertising and continuous optimization resulted in a higher ROAS, maximizing the value derived from the ad spend.​

These campaigns exemplify a strategic approach to digital advertising, combining creative design with data-driven decision-making to achieve measurable business outcomes.​

Art Direction: Deke Angel / Graphic-Design: CJ Smith

*Please note all information is confidential on this webpage and not intended to be shared with anyone without my prior consent. Please consult with me prior to disclosing any information, ideas, and or concepts on this website page. Thank you!