Australia – Australia’s first surf park operator URBNSURF has appointed independent creative agency It’s Friday as its strategic and creative partner following a competitive pitch process.
The appointment supports URBNSURF’s next phase of growth, with It’s Friday tasked with developing a new brand positioning, design identity, and brand platform.
The partnership will strengthen how URBNSURF communicates its ocean-like, authentic surf experiences, delivered in a safe, controlled environment for people of all abilities.
URBNSURF’s surf parks, currently operating in Melbourne and Sydney, can generate up to 1,000 surfable waves per hour and foster inclusive surf communities through lessons, events, and experiences.
“URBNSURF was founded to make surfing more accessible, inclusive and inspiring,” said Hayley Wallace, head of marketing, URBNSURF.
Wallace added, “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, It’s Friday.
He explained, “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.”
