Active

Ride Shop & Mail Order ('99-2007)

When I first joined Active Ride Shop, I was the only creative in the department, handling all aspects of design from print campaigns to apparel. I played a key role in defining the brand’s identity during our critical growth phase. Over time, I helped build and lead a talented team of designers, and together we pushed the boundaries of creativity, helping Active become one of Southern California’s most prominent and influential board sports retailers in the early 2000s. Our work helped shape not only the brand but also the broader culture of skate, surf, and snow.

Active Soundtrack

Active Logo

I had the opportunity to design a logo that would define the Active Ride Shop brand and become a Southern California board sports icon. Inspired by classic typography, I developed an identity that could evolve with trends while capturing the essence of skate, surf, and snow culture. This logo helped solidify Active’s place in the industry and remains a lasting symbol of the board sports lifestyle.

Active Ads

Some of the earliest ads promoting the new Active Mail Order division

Couple of the spreads featured in the Skateboard Mag (photos: Atiba)

Active 'Team' Campaign

One of the most successful ad campaigns I developed and led was the Active Team series. The concept was to shift the focus from showcasing just another trick to highlighting the personalities of our riders. With an unmatched team of professional skateboarders, I wanted the ads to go beyond the usual action shots, offering a glimpse into who the athletes really were. This approach made them more relatable to our audience and allowed the campaign to resonate on a deeper level.

Role: Concept & Direction / Lead Designer: Eddie Vasquez

Active 'Team' Campaign

Role: Concept & Direction / Lead Designer: Eddie Vasquez

Active 'Team' Campaign

Role: Concept & Direction / Lead Designer: Eddie Vasquez

Active Catalogs

Active Mail Order… and more.

Starting as a two-person effort, we built the Active Mail Order catalog from the ground up, handling every aspect of its development ourselves. Our goal was to break away from the conventional catalog format and offer something fresh and distinctive. The catalog quickly became a huge success, expanding to an annual circulation of 500,000 copies per quarter and paving the way for the launch of both the Active Snow and Active Girls editions. It set a new standard in the industry and became a defining element of Active’s brand.

Active Brand Apparel

Shaping a brand thru apparel design.

Active’s designs were heavily influenced by the pop culture, music, movies, and iconic brands we grew up with. Designing t-shirt and apparel graphics was one of the most fulfilling aspects of my role. Whether I was tapping into trends or setting them, there was something special about seeing my work come to life on fans of the brand.