Surf City Sirens is a conceptual hockey brand that began as a personal logo design and evolved into a fully realized team identity. Created four years ago as a “neutral” goalie jersey I could wear while filling in for different teams, the project grew into a complete brand system rooted in maritime storytelling. Inspired by Surf City, a coastal New Jersey town that holds personal significance from my childhood, the identity blends ocean mythology with hockey grit. Though Surf City itself doesn’t have an ice rink of its own, this project imagines what a team shaped by shoreline culture, depth, and resilience could look like. This is an independent project.