It’s Friday wins URBNSURF creative account

Australian surf park operator URBNSURF has appointed It’s Friday as its strategic and creative partner following a competitive pitch.

The agency has been tasked with developing a new brand positioning, design identity and brand platform to support URBNSURF’s next phase of growth.

“URBNSURF was founded to make surfing more accessible, inclusive and inspiring,” said URBNSURF head of marketing Hayley Wallace.

“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.”

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 It’s Friday CEO Pete Bosilkovski.

“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.”

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