Daily Adrenaline - a nonprofit company Andrew co-founded and was a creative director for

Daily Adrenaline

Creative Direction Case Study

I helped establish the brand identity of a South Floridian, Extreme-Sport-Based nonprofit called Daily Adrenaline. From Brand Creation to Event Design, I was responsible for many facets of getting the brand off the ground. This is Daily Adrenaline 🏄

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A Daily Adrenaline sponsored athlete skydiving upside down
Squiggly divider line with a yellow to orange gradient

Behind Daily Adrenaline

Daily Adrenaline is a nonprofit organization created by 3 friends in order to share, promote, and celebrate the culture and community of extreme sports. One of the biggest aspects of creative direction for DA was figuring out the best way to grow our audience. We settled on a 3-pronged effort to do so:

Daily Adrenaline Hosting Events Icon

Hosting Events

What better way to bring people within a sporting community together than host an event? These were primarily competitions, where entrants would be divided into sections based on their respective skill levels. Prizes, from skateboard decks to Daily Adrenaline shirts (donated from local shops or printed ourselves) would be awarded to the top contestants.

Daily Adrenaline Partnerships Logo


Daily Adrenaline partners with like-minded companies, from local skate shops to shark repellant manufacturers, to try to create an interconnected community. These partnerships are either for selling products at trade shows or to help provide winning packages for the contests we throw. Both provide ways to connect with local brands while also still providing value.

Daily Adrenaline Featured Users Icon

Featured Users

A large part of the DA audience interacts via social media, specifically Instagram. Because of the large following, we offer to feature users who submit their photos via the Daily Adrenaline website. This increases interactions and develops relationships with the user base. DA offers to sponsor some users, sending apparel for them to wear in their photos.

Creative Direction

The logo for the nonprofit needed to be instantly recognizable, unique, and simple. Easy enough for anyone to remember and associate with the brand, but also different enough to catch a new viewer’s attention.

The inner sections of the “D” and the “A” were used as an inverse to the letter, giving a different look while still being recognizable as those letters. Bright blue and white were chosen as the primary colors because of their representations of the elements present in extreme sports: sky, water, snow.

What I did for DA

  • Creative Direction
  • Product Design
  • Event Design
Daily Adrenaline logo design
The Daily Adrenaline logo design in black and blue
The Daily Adrenaline logo design in white and blue

Ensuring that the brand identity stayed consistent across all properties was one of my primary tasks. The electric blue color present in the logo became Daily Adrenaline’s calling card, from T-Shirts to the website. It also lent itself to the natural colors of South Florida, creating a connection with the ocean.

Daily Adrenaline responsive website design screenshot showing the beach cleanup with 4Oceans
Daily Adrenaline responsive website design screenshot showing an article about keeping our beaches clean

Product Design

In order to be fully inclusive, shirts were created for almost every style of extreme sport. The preferred type of product design were ones based on activities local to South Florida like scuba diving, spear fishing, surfing. These shirts were then given out to the various Daily Adrenaline sponsored athletes as well as prize packages in our events / competitions.

A Daily Adrenaline shirt design for spearfishing
A Daily Adrenaline shirt design for skydiving
A Daily Adrenaline shirt designof a hogfish with the dive flag masked within it
A Daily Adrenaline shirt design with the american flag
A shot of a young skateboarding competing in the Daily Adrenaline Annual Skate Competition while wearing the contest shirt
A Daily Adrenaline sponsored athlete skydiving upside down

Event Design

We raised awareness for Daily Adrenaline by participating in community events whenever possible. From throwing a yearly skateboarding competition to co-sponsoring beach cleanups, we made ourselves a staple of the South Florida extreme sports community.

Being involved in such events meant that we needed to have Daily Adrenaline physically visible whenever possible in order to raise brand awareness. I was in charge of designing the physical collateral for these events. Business cards, koozies, flags, and banners were all created in order to make Daily Adrenaline stand out in the participants’ memories.

Daily Adrenaline product design showing the company logo on a square business cardAndrew manning the booth at the Daily Adrenaline trade show, showcasing the company event design.
Andrew Santoro and Aaron Davis, co-founders of Daily Adrenaline, handing out the first prize for the annual Daily Adrenaline skate competitionDaily Adrenaline product design showing the company logo on a beer koozie

These are some of the roles I used in helping to create an extreme nonprofit, Daily Adrenaline from the ground up. It was an excellent way to give back to the community that I enjoyed when I was younger and it was an excellent exercise in soup-to-nuts design.  Cheers!

Daily Adrenaline Website & Social Media

Daily Adrenaline Website
Squiggly divider line with a yellow to orange gradient

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Get in Touch

Whether you’re looking for a full-time addition to your creative team, or are a small business looking for a multi-faceted Designer to help shape your company, I’m your man! You can reach out using the form below or by sending me a direct email. I look forward to hearing from you!

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