LI·TI is a wakesurf apparel label from Moscow, made by hand in one small collection for riders in the CIS and the UAE. Its founder, Yana Sky, spent years as a flight attendant before she started surfing behind boats, and to her both feel the same: you leave the ground and go. I led the go-to-market, positioning and identity, and built the whole brand on the objects of a flight.
Wakesurfing is a young sport with small, close communities, and LI·TI started with a minimal budget. Instead of competing for attention with ads, the brand had to feel like it already belonged on the dock. The flight story gave it a voice people remember: every piece leaves Moscow for the water, with a tag to prove it.
Every piece of the identity is a travel document. The luggage tag carries the route MOS → UAE, the size, the colour and a QR code; the size label reads like a seat number; the business card is a boarding pass with the founder as the passenger. One grid and one typeface, Golos Text, hold it all together, so a new format takes minutes to set up.
Five pieces, one signature detail: a red strap that crosses every suit the way a ribbon hangs from a parked aircraft. Signal orange, black and white keep the range easy to spot on the water.
Aviation's "Remove Before Flight" became the brand's line. It runs along straps, belts, stickers and boards.
Each order lands in an orange box wrapped with a tag and a note signed by Yana. We bought orange packaging in bulk and printed every tag and sticker from templates that fill in the order details automatically, so branded materials came out five times faster than with a standard print run.
Growth came from the community. LI·TI partnered with wakesurf clubs through a referral programme and ran educational sessions instead of paid ads. The team was small: branding, wakesurf coaches and community managers from the UAE and the CIS.
Annual sales
From idea to launch, twice the industry pace
Investment compared to competitors
Faster production of branded materials
