Introduction

AMPLIFYING AN ICONIC SURF BRAND

Futures Fins offers the strongest and lightest fins system to maximize surfing. Their scientific design maximizes speed, power, and control on the water. Futures has developed a dedicated fanbase via brick-and-mortar retail surf shops around the world; however, recent years have shown a gap between what was happening at the company headquarters and what was being received on the customer’s end. From communicating the fervent history of the brand to the sheer engineering complexity and overall product benefits, there was a large opportunity to further distill the genius and soul behind the Futures brand, particularly on the web.

 

BLVR was challenged with reimagining the Futures brand and website experience so customers could more deeply connect with the surf community at large.

Brand Development

BRAND STORY DEVELOPMENT

Together, with the Futures team, we began our brand development by diving headfirst into the fins category. Through workshops, focus groups, and store visits, we discovered that 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 sharing the full brand story. Secondly, we learned 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.

Website Design + Development

REIMAGINING THE
DIGITAL EXPERIENCE

Together, with the Futures team, we began our brand development by diving headfirst into the fins category. Through workshops, focus groups, and store visits, we discovered that 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 sharing the full brand story. Secondly, we learned that customers weren’t understanding the key brand differentiator: Futures’ Ride Numbers System.

Our team placed heavy focus on content, telling the brand story throughout every interactive touchpoint. Fresh, consistent content allowed the brand to communicate everything from product releases, customer highlights, and company culture with key players.

 

We developed a new customer journey that allowed customers to navigate and locate the product that suited their unique needs, educate them on the innovative Ride Number System, and differentiate itself from competitors. The new branded platform unifies all elements of the Futures story, while offering surfers a focused buying experience for the first time in decades. The Futures site will launch in 2016.

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