In 1975, designer Jim Phillips started working for NHS. Its main goal was to create skateboard designs that could compete with the developed surfers industry. That goal Jim Phillips soon filled out after asking him for the design of his model of the then profi rider Rob Roskopp. Thanks to the subsequent popularity of this design, Jim was asked to further develop his graphic skills at Santa Cruz Skateboards. Since then Jim has worked day and night on his mostly dark, wild, comic designs. One day he drew his hand from designing his designs that he decided to make this pain in design, and the proposal of the legendary Screaming Hand came into being today. This proposal is one of its most successful and is still actively used today. The Santa Cruz brand is so well-known for its distinctive designs that do not follow trends, but rather indicate them. Nowadays Jim's son Jimbo Phillips is one of the major graphic artists at Santa Cruz. Santa Cruz has also begun to produce snowboard equipment, but has remained essentially at the roots of the proven graphics of old oldschool skateboards.