Surf Park Management is ready for its next swell

Surf Park Management is rad. No, really. The brand does exactly what their name suggests; managing the many facets of up and running a successful surf park (think feasibility analysis and operational planning). The San Diego-based company tapped the Fins to help refresh their brand identity as they continue to grow and gain exposure. 

A rise in new technology to create perfect waves outside of the ocean is leading to more and more surf parks being planned and built around the world. Nothing compares to a real wave, but these parks are gaining serious traction inland and for the surfing community looking to practice in a safer, consistent environment. 

Surf Park Management (SPM) works with investors and developers, so the refreshed brand needed to say “we’re professionals who also have fun in the sun.” Maybe not that exactly, but a balance of seriousness with shred was a key factor. 

 

There’s more where that came from. Stay tuned for more work we’re doing with SPM. Our branding dreams are literally coming true rn.

FINterview Series: Shannon Trimble

Meet Shannon, our newest Fin and stellar designer. When she’s not slaying for clients, she’s probably slaying a workout. 

What did you want to be growing up?
I dreamed of becoming a gold medal-winning Olympic figure skater. I wanted to be famous! Which is odd to me now, I am an extreme introvert.

Favorite thing about Four Fin?
So many things, but the transparency we have with each other and our clients. It’s refreshing to work for a company that is completely authentic!

What’s your favorite food?
My favorite food would have to be a huge, massive salad with all the toppings and fixins (not the healthy kind).

You’re a new Pantone color, what are you called?
Mysterious Mist, bright and light, but with a little bit of edge!

Our Brand Session Obsession

We talk a lot about Brand Sessions over here now because we absolutely love doing them. We love the pace, the experience, and the results. 

A Brand Session is Four Fin’s three-week branding service that we formulated in early 2018, formerly known as Brand Camp. It’s our flagship service and usually how we get acquainted with new clients. While many of those clients continue with Four Fin to paddle out and make waves, it all starts by defining the brand core. 

We created Brand Sessions as a way for us to set our clients’ brand foundations without 4+ months of development. Most businesses don’t have time for that. While the process has shifted a bit since we started and we’ve renamed the service to better align with our brand, we’ve seen great results. We look forward to adding more progress-driven brands to our roster this year while continuing to improve the experience.

So, what is a Brand Session? 

It might be easier to define by defining what it’s not:

A DIY branding tutorial, group coaching, or an online offering.
There are plenty of resources out there for those wanting to tackle their brand refresh in-house. This is a professional service for busy founders, CEOs, and CMOs who want their branding done right without attempting it themselves, capitalizing their team’s energy in the process, or waiting 6+ months to see the results.

A service for new brand visuals alone.
While the visual results of Brand Sessions are easier to see, this service goes far beyond a new or refreshed visual identity of logos, colors, fonts, etc. We are experts at defining a brand from the inside out; with strategy exercises, work sessions, and what we internally jokingly call Brand Therapy. You will get to know your brand better throughout this process and that clarity informs much more than your look. 

Superficial.
While our branding service is quicker than most, it doesn’t lack quality. We cut out time-thieves like fine-tuned presentations, time redirecting junior-level talent, research to validate what you already know, rescheduled meetings, design overthink, and an especially dangerous time-killer: backward motion due to personnel changes or stalled progress. 

All you need.
Brand Sessions are foundational, setting the course for what your brand will become when you win the hearts and minds of your audience. We do not win the hearts and minds of your audience in three weeks. That comes next.

We guarantee your Brand Session will make you smile.

Brand Sessions are introspective and aspirational, resulting in a clear guide for what will be your true brand-building efforts: external marketing, brand experiences, product releases, partnerships, employee onboarding, etc. We help clients with all of those initiatives as well, but they are not near as effective if the guidebook hasn’t been written yet. 

So, a Brand Session is step one, and if done right, every step you take afterward will feel lighter and more exuberant, almost like you’re skipping toward brand success, and skipping is contagious. 

We’d love to chat if you think you are a good candidate for a Brand Session, or know someone needing to undergo a brand refresh. While it’s not right for every company, many have found it to be the perfect fit. We are starting to see that we’re not the only ones who love it. 

Cue the reviews

Design should be smart

Bringing your brand to life is an opportunity to utilize design as a tool to communicate more effectively instead of just trying to look good.  We love good eye candy when we see it, but not at the expense of losing the message or purpose.

Here are three pointers for sticking to smart design:

Addition by subtraction

Always ask, does that element need to be there? Don’t make your audience work to understand what’s being communicated. Keeping designs clean and focused is kind to your audience.

Catalogue design for Island Stone prioritizes Pinterest-worthy install photography along with color and sizing options.

Design is communication

The point of good design is to communicate! What is the copy really saying? What do you want the audience to feel when they read it? How can we use design to do that quickly? (see point above about keeping designs simple too).

Timely ads for Beach Haven articulate a clear message both visually and verbally.

Uniqueness through concept

What is the concept? How can you show it with visuals? Push past your first, second, and third idea because the first ideas that surface will be techniques you’ve seen before. Breaking out of what’s expected will make your work stand out.

PR firm BAM Communications lives by the idea that “stories move the world, we move stories forward.” By repurposing mockup kits used in the design industry, we created custom conceptual art that marries the lust of success with a sense of tangible results.

Finally, don’t forget to collaborate along the way. Share early and often, and don’t let your ego get in the way. You’ll find that clients are creative too, and want to be part of the process!

Know that design could work smarter for your brand, but don’t know where to begin? Reach out!

2020: The year of clarity

At the end of 2019 we looked at what we wanted from 2020. Being that we’re branding people, we picked a couple of major themes. We didn’t realize at the time, but those themes were a larger call to action. They were: Clarity & Add Value.

While some could argue that the theme of the past three months is uncertainty, it’s that lack of societal “normal” that helps you focus on what really matters.

Our Four Fin account has been silent the past two weeks. It wasn’t due to apathy. We debated and discussed the need to speak up, or how to.

Now, we have more clarity. Now, we see where we need to add value.

Our company is making long term commitments to not let the important issue of equality fade like it has before. We personally have benefited from the actions and voices of those before us in women’s equality and LGBTQ rights. We see now that ending systemic racism is everyone’s fight, and as a company we vow to do better.

Two commitments we’re starting with: Broadening our search for vendors, talent, partners, and clients outside of our predominantly white networks. Identifying a local nonprofit to support with volunteer time and financial support.

If anyone has leads or references to help us with those goals, do share! We also know the resources are out there, and we’re ready to put in the work.

The Quarantine Life

Although we’re not data scientists, we took it upon ourselves to ask what you’ve been doing during quarantine. The results are in, and A LOT more of us are skimming our social feeds, but also exercising more than we were before. Good job? 

We had a good time putting this one together.

Another Virtual Brand Camp Success: Mangrove

No conference room? No problem. 

Many of our clients don’t call San Diego home, thus Zoom meetings and virtual Brand Camps have become second nature to our team. The key is clear communication on expectations, and to be fully present on calls as you would be in person. Slack off, game face, on. 

We felt right at home collaborating with the Mangrove team over the past two weeks, helping uplevel their brand as they continue to grow their remote team of talented web developers and designers along with a roster of conscious-forward clients.

Curious about their name? Mangrove trees are flexible plants that help other organisms thrive. Their incredible root systems span land and water to protect shorelines and nearby creatures. Our new visual identity nods to these facts, celebrating Mangrove’s mission to help good companies do great work while staying adaptable as an organization.  

We’ll share more details and the full identity once they roll out the new brand. In the meantime, Hio is another virtual Brand Camp success worth peeking at.

Destination: Bohavn

Shedding light on our recent brand design work for Bohavn, a micro housing development venture to be located at Powder Mountain in Eden, Utah. The location attracts some of the brightest and most artistic individuals around the world looking to enjoy connection and solace.

Destination branding is always a unique challenge because it requires capturing the essence of a location, often at a place we have yet to visit. 

Luckily, close collaboration with our client, asking the right questions, and some very talented creative chops on our end (it’s ok to pat ourselves on the back here and there) led to a new brand centered around intentionality, practicality, and curiosity. 

We developed a new name, Bohavn, that combines Bo (Swedish for ‘nest’) and Havn (Danish for ‘harbor’), alluding to the development’s Scandinavian design and intended feeling of comfort/coziness.   

The visual identity is a conceptual nod to the surrounding landscape of mountains, sky, and sun. Bohavn will incorporate sustainable design to ensure its footprint honors the environment, and the identity system reflects this. 

Rebranding Island Stone

After 20 years of building a solid reputation in tile and interior design circles, Island Stone was ready to up-level its brand for the next 20 years. 

Island Stone had become synonymous with pebble tile despite offering products spanning glass, timber, and other stone tile lines. In addition, the traditional showroom distribution model for the industry was increasingly evolving to more unique e-commerce models directly targeting consumers.

Due to these factors, Island Stone recognized the need to evolve its perception in the marketplace beyond pebble tile, especially if more consumers would be experiencing the brand. 

Often, the way to up-level and move forward is uncovering where we came from. Our brand strategy and visual identity evolution for Island Stone celebrates its founders’ spirit of adventure and reputation for quality materials. 

By amplifying the emotional traits of Island Stone (vs. functional pebble tile), we helped elevate the company to be a more valuable and experiential lifestyle-bound brand ready to attract both showroom and consumer audiences alike. 

Explore the full case study here.

FINterview Series: Hillery Kemp

Meet Hillery Kemp, Four Fin’s Brand Strategist and gifted marble collector. 

What lights you up?
Truly well executed brands, Ah-ha moments, paper and stationery, finding marbles randomly, and inspiring people/companies making our world a better place. 

Who do you look up to?
Anyone who marches to the beat of his/her/their own drum. By that I mean the ones out there who don’t settle for the status quo. The ones who know what to prioritize in their lives — be it family, travel, creating something incredible — and go do it. The ones who are unafraid to say no. 

Favorite thing about Four Fin?
Our posture for openness, transparency, and clarity. I can also be myself around here and I can’t say that about every job I’ve had, but maybe I am just growing up and growing more comfortable in my own skin. 🙂 

Dream Client?
Oh my. LEGO and Cotopaxi come to mind. I am always in awe of the brands that do it right. FROM is pretty cool too!

Connect with Hillery on LinkedIn