Surface Sunscreen®
From Surf Niche to Active Lifestyle Essential
Situation
Surface Sunscreen was struggling to break through in a highly-saturated market, experiencing challenging sales, and limited retail presence that was confined mostly to surf shops. With a narrow focus on the surfing community, Surface urgently needed a refresh to broaden appeal, drive growth, and more clearly differentiate itself from competitors.
INSIGHT
Through comprehensive competitive analysis and targeted audience research, we identified a powerful growth opportunity for Surface. The exceptional quality of Surface’s products — microplastics free, non-toxic, 80-minute water resistant, etc. — provided a credible foundation for pivoting from a purely surf-focused sunscreen brand to more broadly appealing to active, sporty lifestyle consumers. This significantly expanded their market potential beyond the beach.
Solution
- Growth + White Space Strategy
- Competitive Benchmarking
- Audience Segmentation + Targeting
- Visual Brand Identity
- Brand Manifesto + Tagline
- Positioning & Messaging
- Website Refresh
- Amazon Store Launch
- Social Media
- Brand Collateral
SOLUTION
We implemented a dynamic new brand positioning around “performance-driven athletes,” showcasing Surface as an essential partner for anyone living life in motion. This included:
- Bold new visual and verbal identity to resonate deeply with active consumers.
- Impactful, hard-hitting messaging emphasizing product performance and active lifestyle integration.
- Complete redesign of the Surface website with strategic SEO optimization.
- Entirely new Amazon brand storefront and revamped product pages for enhanced digital presence and sales conversion.
- A compelling new social campaign, “Life in Motion,” to authentically engage and inspire the expanded audience.
WEBSITE
AMAZON.COM
SOCIAL MEDIA
BRAND COLLATERAL
