SYDNEY, AUSTRALIA – Australia’s first surf park operator URBNSURF has appointed independent creative agency It’s Friday as its strategic and creative partner, tasked with developing a new brand positioning, design identity, and brand platform.
The appointment follows a competitive pitch process to help with URBNSURF’s next phase of growth. The URBNSURF brand brings ocean-like, authentic surf experiences to people of all abilities in a safe, controlled environment. The surf park creates up to 1,000 surfable waves per hour and fosters inclusive surf communities through lessons, events, and experiences. Surf parks are currently operating in Melbourne and Sydney.
“URBNSURF was founded to make surfing more accessible, inclusive and inspiring,” said Hayley Wallace Head of Marketing URBNSURF. “As we continue to grow, we wanted a partner who could help us tell that story in a fresh and powerful way. It’s Friday impressed us with their strategic clarity and creative thinking – the perfect combination to help us define what’s next for the URBNSURF brand.”
As strategic and creative partner, It’s Friday will lead the creation of a comprehensive brand platform – spanning brand strategy, visual and verbal identity, and creative expression across all touchpoints.
“Surfing is a quintessential part of Australian culture — an experience that’s almost impossible to describe to anyone who hasn’t felt it,” said Pete Bosilkovski CEO at It’s Friday.
“The innovation URBNSURF has created is next-level; they’ve captured everything amazing about surfing. The freedom, the challenge, the community and made it accessible to more people than ever before. We’re thrilled to help shape how that unique experience comes to life, from the strategy and design through to the storytelling, as the brand continues to grow.”
