Australia’s pioneering surf park operator URBNSURF has appointed independent creative agency It’s Friday as its strategic and creative partner. The collaboration will shape a new brand positioning, design identity, and storytelling platform, reflecting URBNSURF’s mission to make surfing accessible, inclusive, and inspiring as it expands its community-driven surf experiences.
Australia’s first surf park operator, URBNSURF, has taken a bold step in its journey of growth by appointing independent creative agency It’s Friday as its strategic and creative partner. The partnership, announced after a competitive pitch process, marks a significant moment for the brand as it seeks to strengthen its identity and expand its reach in the Australian market and beyond.
URBNSURF has already carved out a unique space in the sporting and leisure landscape by bringing authentic, ocean-like surf experiences to people of all abilities in a safe, controlled environment. With surf parks operating in Melbourne and Sydney, the company has become synonymous with innovation, inclusivity, and community-building. Its facilities are capable of generating up to 1,000 surfable waves per hour, offering surfers of every skill level the chance to experience the thrill of riding waves without the unpredictability of the ocean. Beyond the technical marvel of wave generation, URBNSURF has fostered a culture of inclusivity through lessons, events, and experiences designed to welcome newcomers while challenging seasoned surfers.
The appointment of It’s Friday signals URBNSURF’s intent to elevate its brand narrative and sharpen its positioning as it enters its next phase of growth. Hayley Wallace, Head of Marketing at URBNSURF, underscored the importance of finding the right partner to help articulate the brand’s mission. “URBNSURF was founded to make surfing more accessible, inclusive and inspiring,” she said. “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.”
For URBNSURF, the challenge lies not only in maintaining its reputation as a pioneer in surf technology but also in capturing the emotional essence of surfing—a sport deeply woven into Australia’s cultural fabric. Surfing is more than a pastime; it is a lifestyle, a community, and a form of self-expression. Translating that into a brand identity requires both strategic insight and creative sensitivity. It’s Friday, known for its ability to blend strategic thinking with bold creative execution, will lead the creation of a comprehensive brand platform. This will encompass brand strategy, visual and verbal identity, and creative expression across all touchpoints, ensuring that URBNSURF’s story resonates with audiences both within Australia and internationally.
Pete Bosilkovski, CEO of It’s Friday, highlighted the cultural significance of the project. “Surfing is a quintessential part of Australian culture—an experience that’s almost impossible to describe to anyone who hasn’t felt it,” he said. “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.”
The collaboration between URBNSURF and It’s Friday reflects a broader trend in the sports and leisure industry, where brands are increasingly recognising the importance of storytelling and identity in driving engagement. For URBNSURF, the surf park is not just a facility; it is a gateway to a lifestyle that has traditionally been limited by geography, weather, and skill barriers. By creating controlled environments that replicate the ocean’s waves, URBNSURF has democratised surfing, opening it up to families, beginners, and communities who may never have had the chance to experience it otherwise.
This inclusivity is central to URBNSURF’s ethos. The brand has positioned itself as more than a business—it is a movement to make surfing part of everyday life for more Australians. Lessons and events are designed to foster community, while the parks themselves serve as hubs for social connection and cultural exchange. In this context, the role of It’s Friday is not simply to design a logo or campaign but to craft a narrative that captures the spirit of surfing and the innovation behind URBNSURF’s model.
The timing of the partnership is significant. With two surf parks already in operation and plans for further expansion, URBNSURF is at a pivotal stage in its evolution. The brand’s ability to scale while maintaining authenticity will depend on how effectively it communicates its values and vision. By investing in a strategic and creative partner, URBNSURF is signalling its commitment to building a brand that is as compelling as the waves it creates.
For It’s Friday, the project offers an opportunity to work with a brand that sits at the intersection of sport, culture, and innovation. The agency’s challenge will be to balance the technical brilliance of URBNSURF’s wave technology with the emotional resonance of surfing as a cultural phenomenon. This requires a nuanced approach—one that speaks to seasoned surfers while also welcoming newcomers who may be experiencing the sport for the first time.
As URBNSURF and It’s Friday embark on this partnership, the future of surfing in Australia looks set to be redefined. The surf park model has already proven its ability to attract diverse audiences, and with a refreshed brand identity, URBNSURF is poised to strengthen its position as a leader in accessible, community-driven surf experiences. The waves may be engineered, but the stories they inspire are real—and with It’s Friday at the helm of its creative journey, URBNSURF is ready to tell them in ways that resonate far beyond the shoreline.
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