Futures Fins offers the strongest and lightest fins to maximize performance for the global surf community. Their scientific design maximizes speed, power, and control for every wave condition. Futures had garnered half of the global fin market share via brick-and-mortar retail surf shops around the world; however, recent years have shown a gap between what was happening at the company’s headquarters and what was being received on the customer’s end. From communicating the fervent history of the brand to explaining the sheer engineering complexity and overall product benefits, there was a large opportunity to further distil the genius and soul behind the Futures brand, particularly on the web.

How do you enhance the heartbeat of a brand like Futures to drive deeper connections with their audience on the web and beyond?



We began our brand development by diving headfirst into the fins category. Through workshops, focus groups, and store visits, we discovered that Futures was not in total control of their brand. Customers are heavily influenced by recommendations from third-party influencers such as pro riders, shapers, and surf-store associates. While these influencers are very confident about recommending Futures, they weren’t telling the full story behind the brand. Secondly, we knew that customers weren’t understanding the key brand differentiator: Futures’ Ride Numbers System.

We collaborated with Futures to create a new position. Putting the customer first, we built a story around its innovation, craftsmanship, and reputation in the surfing community.



Our next step was to take greater control of the brand and sales by creating a deeper digital experience. We built three key Futures personas: shapers, retailers, and surfers. Then, through an intensive UI/UX design process, we developed a rich, detailed experience that brought to life Futures as the fin brand sitting firmly at the crossroads of technology and stoke.

Our team placed a heavy focus on content, telling the brand story throughout every interactive touch point. Fresh, consistent content allowed the brand to communicate effectively about everything from product releases to customer highlights and company culture with the primary stakeholders.

We developed a new customer journey that allowed customers to navigate and locate the product that suited their unique needs, educated them on the innovative Ride Number System, and differentiated Futures from its competitors.


In conclusion

The new branded platform unifies all elements of the Futures story while offering surfers a focused online buying experience for the first time.