Setro
Skateboarding, artfully designed.
Role: Founder, Designer
Timeline: 2022-2024
Deliverables: Brand identity, product line, e-commerce site
The Story
I founded Setro in 2022 to create quality skateboard products with authentic branding for the Texas market. The goal: inspire skaters through limited-edition graphics and artist collaborations, building a brand that felt true to skateboard culture. As founder, I was responsible for everything from brand strategy, visual identity, product design, web development, to go-to-market execution.
Logo System
Brand Identity
Futura-based wordmark system—flexible, bold, and instantly recognizable.
Gradient-based variant of the wordmark used for social media logos. Inspired by sunsets.
The brand system balances restraint with expression: a minimal black-and-white foundation paired with bold, psychedelic board graphics inspired by 1960s/70s counterculture.
Board Graphics
Limited-edition graphics drawing from 1960s/70s psychedelic art. Each design became a collectible piece within Austin's skate community.
E-Commerce Site
Built on Squarespace with custom styling to match the brand identity. Designed with emphasis on product photography and streamlined checkout to increase conversions.
Outcome and Reflections
After a year of development, Setro premiered its brand video at No Comply Skate Shop in February 2023, accompanied by a limited-edition board release. The launch drove a 10% increase in social followers and 5% sales boost at the retail partner. I scaled back growth efforts in mid-2023 to pursue product design work, but the project taught me critical lessons about balancing creative vision with business realities, managing end-to-end product development, and knowing when strategic pivots are necessary.
Key Takeaways:
Building a business end-to-end, from brand strategy to customer service, provided invaluable product ownership experience
Creative vision must balance with margin realities and market conditions
Shipping real products builds empathy for users and respect for execution over ideation