KAY KIM

COFOUNDER + 
CREATIVE DIRECTOR


WORK


OVERVIEW



CLIENT: BASIS   
AGENCY: COFOUNDER
ROLE: DIRECTOR + CREATIVE DIRECTOR




As obsessive surfers, my cofounder and I always wondered how we could stay in paddle shape year-round, even without access to the ocean. There weren’t any dryland trainers that were affordable, portable, or accurately mimicked the paddling technique—so we made one. 

Meet the Basis Paddle Trainer, the first-ever portable paddle trainer of it’s kind that allows you to get paddle-ready from anywhere, anytime. Patent-pending. Launching Nov 2024.






I’ve helped shape every aspect of our product—from brand identity and product design to directing our anthem film and developing our social media and e-commerce strategy.






In anticipation of our product launch, we started building a dedicated social following within the surfing community across Instagram, YouTube, and our newsletter. 

By sharing valuable content focused on accelerating surf progression—and hosting some of the biggest names in surfing on our podcast—we’ve created an engaged audience without yet revealing the product. Now, when launch day arrives, we’ll be ready with a community excited to dive in.