A brand for the soulful progression of modern surfing.

Since being appointed as the consulting brand director and creative agency for URBNSURF, Australia’s first public surf park, SouthSouthWest have built a brand system and marketing engine that covers all aspects of the experience. Bringing together a rock star team of surfers, creators and collaborators, along with deep client-side engagement, the brand philosophy of ‘soulful progression’ has been brought to life across every touchpoint.

The desire all along for URBNSURF was to build a church to surfing that welcomed everyone; from a first time beginner to elite world champions. To attract and satisfy such a diverse cohort, SouthSouthWest developed a data-led strategy that focussed on core customer groups who are then identified, communicated with and supported in a unique way that speaks to their needs and wants. With a million+ video views and 100K+ social engagements over the past two months alone, the brand has built a loyal following and a healthy membership base, ready to fill the lagoon as soon as the doors open.