View From A Blue Moon is a critically-acclaimed surf film by John Florence and Blake Vincent Kueny. After collaborating with Florence and Kueny to establish the film’s essence, Wedge & Lever determined that a transcendent, cinematic aesthetic would set the film apart. For the identity, it was crucial to convey the film’s purpose: to document the world through Florence’s viewpoint.
Before production of View From A Blue Moon started, a plan to meticulously document every moment of the process was developed. Renowned photographers were booked for each location and John Florence shot countless rolls of film for his personal collection. When production wrapped, Wedge & Lever cataloged nearly 50,000 images from 25 photographers. The end result is a 315-page in-depth documentation of the project.
It was crucial that the reader’s first impression of the book was one of understated sophistication. To communicate this perception, Wedge & Lever created a protective slipcase that is pared down to the most minimal of design elements: two silver foil stamped graphic dots centered in an abyss of black; like eyes illuminating in the dark. The spine complements the transcendent quality: tracked out and expansive. The cover is wrapped in a rich black paper that matches the slipcase. Its slight texture absorbs light to contrast a black foil deboss of the logotype. Visual hierarchy is found by means of the letters “o” in moon, which are diecut into the cover. The diecuts look directly through the end sheet and onto the first page of the book — a metallic print of the film’s poster image. It’s as if the reader is peering into the book through Florence’s own eyes.