What is more fun than telling of the story of a place where people are pursuing their passions in all kinds of ways? Amidst the Netherlands' dunes and the North Sea's winds lies Surfana Collective, a beautiful lifestyle brand renowned for its global surf community that celebrates the narrative of freedom found in surfing, music and joy. House Of Narrative joined Surfana Collective at the start of its digital journey, enriching their marketing and branding with the essence of surf culture and community. This early phase was ripe for integrating a storytelling approach into Surfana Collective's digital presence, as facilitated by House of Narrative. We were privileged to jump onto the unique opportunity to leverage the distinct and vibrant aspects of the surf lifestyle online, working on strategy and content tapping into the emotional, experiential and social aspects of brand engagement. Here's a little story on the processes of our work for the collective.

The partnership initiated a period rich with storytelling potential, setting the stage for Surfana's growth in branding and marketing, and laying the groundwork for a department that would later flourish under the guidance of skilled professionals. The primary goal was to transition Surfana from a passion-driven initiative to a professional entity ready for the growth and new audiences yet to come. This all began with a focus on defining a clear mission and vision. Founded in 2007 by passionate surfers, Surfana experienced significant growth during the years. Through their passion, the company diversified its offerings to include a wide array of surf-related activities, including schools, kids' activities, camps, events, retreats, and trips. This organic expansion led Surfana to evolve into a nationally recognized brand, prompting a reassessment of its core identity. Essential to this evolution was understanding why the brand exists, how it operates, and precisely what it offers to its audience: What is the brand's overarching purpose, how does it function, and what exactly does it provide?

‍

Through a collaborative process involving team input, a refined mission statement emerged, reflecting the core of Surfana's culture. This statement, crystallized through questionnaires and in-depth conversations, now more clearly articulates Surfana's aspirations, laying a foundation for the next phase of rebranding. Here fun started, because the collective has a beautiful yet simple philosophy: to inspire as many people as possible to choose a life filled with happiness and joy. This mission goes beyond just the act of surfing—it's about making 'the good life' accessible and tangible for everyone. And to be creative and playful in that act. The Surfana team's creativity shines in their approach to sustaining 'the good life.' Their inventiveness is evident in everything from the design of their physical spaces to engging customer interactions and personal lifestyle choices, reflecting their dedication to the surf lifestyle they cherish. House Of Narrative aimed to incorporate this spirit into further stages of rebranding.

‍

The challenge then shifted to communicating this essence effectively to customers. Who are we speaking to, exactly? Who was the target audience? We recognized the diversity of Surfana's audience, all united in their pursuit of 'the good life,' yet varied in their paths and nationalities—ranging from young enthusiasts and seasoned surfers to glampers, musicians, and yogis. The quest for colors, patterns and designs aimed to capture Surfana's essence while speaking to its wide audience. Elements were chosen to reflect the accessibility, freedom, and exhilaration that surfing and the surf lifestyle embody. This led to the creation of persona guidelines, a brand book, a tone of voice document, and a photography guide, laying the foundation for a unified brand narrative and visual language.

‍

The free spirited surf life narrative speaks to the imagination for many. Lots opportunities for storytelling-driven and experience-oriented content remained untapped when House Of Narrative began collaborating with Surfana Collective. Imagine: sun-drenched days, communal dinners celebrating health, exhilarating surf sessions in the North Sea, beach picnics under the warm sun, evenings filled with music, adventurous hikes through the dunes, beachside conversations into the night, dancing barefoot under the stars—plenty of captivating elements for storytelling around the brand. Through effective social media management, the focus shifted towards digitally narrating the genuine Surfana experience on social media. We tried to move away from product-centric messaging to content that truly encapsulates the spirit of being part of the Surfana community. The strategy encompassed social media management, crafting copy, and capturing compelling photographs throughout the season, integral to bringing Surfana's vibrant narrative to life.

‍

Another important focus for House Of Narrative in our approach to content marketing was to bring the brand's life to the forefront, positioning the passionate team that is the behind the brand of Surfana as embodiments of the brand's ethos. Surfana as a company is a magnet for skilled and inspiring individuals, drawing in a diverse array of talents and qualities into the collective - from chefs to filmmakers. House Of Narrative tried to position them into brand  true ambassadors, showcasing their lifestyle of pursuing interesting passions, surfing abroad in winter and working beachside in summer, thus mirroring the 'good life' Surfana aims to promote. Through sharing authentic stories that align with their audience's dreams of adventure and fulfillment, we aimed to cultivate a closer, more personal connection with Surfana's followers.

‍

Centering the community as Surfana's heart naturally led to the creation of varied content types, enriching the brand's narrative and connection with its audience. That is why House Of Narrative worked upon more in-depth and campaign-driven initiatives. This included launching a magazine featuring community contributors who shared their perspectives on 'the good life,' orchestrating photography teams at festivals, and rolling out a content production for their clothing line, setting up some community events - all with the amazing team, with the aim to diversify and deepen the brand's engagement with its audience. Building on the foundational work set by House Of Narrative, other skilled marketers stepped in to further refine and develop the brand, contributing to the rich identity Surfana enjoys today.

‍