We were thrilled to jump back on board as merch partners for the iconic Noosa Festival of Surfing, now in its 33rd year. People travel from all over the world to compete in the event and take part in the wide range of festival celebrations, which combine the passion of the surf community with the summer vacay vibes and stunning natural beauty of Noosa.
We set out to create a range which would weave together all the threads of the festival in a vibrant and accessible collection, reflecting the diversity of the people who pass through the event - from long time fans who have attended for decades, to those experiencing it for the first time. There are strong elements of nostalgia in this range (a nod to the longboarding community which embraces surfers of all ages) along with several fresh designs, a refresh of the wildly popular surfer tee (featuring Matt Cuddihy in an updated colour palette), and an artist edition showcasing local indigenous talent Jandamarra Cadd.
We worked with the talented team at Down the Line Productions to execute a campaign shoot at First Point Noosa, where ideal conditions allowed for stunning and perfectly on-brand content. The campaign was seeded through key channels and resonated deeply with our audience, with the photoshoot reel delivering record reach and engagement for the Noosa Festival of Surfing instagram account, and all content driving huge buzz around the merch range prior to the festival.
Official NFS Merch Range - Captured by Rachael Shardlow at Down the Line Productions
In an extension of this partnership, we wanted to celebrate the merch range in a truly memorable way. Our objective was to create an additional level of hype around the merch, get buy in from the local surf and creative communities, and ultimately drive awareness and sales of the official merch range during the ten day festival. Our strategy was to incorporate all the elements of the festival - surfing, merch, music, a sense of community and good old fashioned party vibes - in a format that hasn’t been delivered before in Noosa and would generate significant buzz. The idea of a merch launch party was born, and to say it went off was an understatement!
Live screenprinting was the key activation of the party, and the perfect tie in with the merch range. Lucky guests were able to snap up a blank white tee which they could then customise – choosing their favourite design, colour and placement, and ultimately executing the print themselves. The designs we made available on the night were variations on the artwork from the official range, reimagined in different colours and iterations - creating a limited edition feel without sacrificing merch sales from the festival which kicked off the following day. In fact the event had the opposite effect - creating unprecedented hype around the range, driving huge demand and becoming a talking point over the duration of the festival - from the lucky ones who attended to those who missed out!
With 100% sell through on the merch range and epic feedback on all elements of the partnership, we are thrilled with the results of this project!
Merch Launch Party - Captured by Abi Wheelan at Down the Line Productions
Photos by Melissa Hoareau at Down the Line Productions
We are passionate about the brand work we do, and it doesn't get much more inspiring than House of Darwin.
We've worked with this NT-based brand for the past 18 months, supporting their undeniable growth trajectory while respecting their unique position at the crossroads of for-profit and social enterprise. This is a delicate balance for a brand and we've absolutely loved harnessing their strategic opportunity while also seeing them stay authentically true to their mission and message.
We feel immense pride at having recently opened a major door for House of Darwin. Through leveraging our strong relationships, leading meaningful conversations and guiding operational execution, we are thrilled that House of Darwin will now be stocked in Universal Store throughout Australia. This is a huge win and one to be celebrated for so many different reasons.
TESTIMONIALS
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TESTIMONIALS -
Elijah Nguyen
National Sales Manager Australia - AS Colour
In the six years I worked with Zeb, I was fortunate enough to learn from him on a daily basis. Zeb's talent for analysing a business and immediately identifying areas of untapped potential saw countless accounts grow at a meteoric rate, and to see him do it so seamlessly was quite remarkable. His ability to transition effortlessly between a myriad of industries, scenarios and scales in such an agile and dynamic way is truly inspiring.
The rapid growth of AS Colour is a testament to Zeb's ability to take a business in its initial stages and quickly transform it into an extremely successful company. Zeb's talent and unique vision makes him an invaluable asset to any business and I wouldn't hesitate to recommend him to organisations on any scale looking to effect positive change.
Junior McGregor
Owner, Fresh Tees Screenprinting
Besides being an all round awesome human being, Zeb is like an industry secret. He's the guy you need to know if you want to take your brand/business to the next level.
I’ve witnessed him work his magic for the past 15 years, his energy and passion is evident when speaking to him. He’s the best in the industry with his finger on the pulse, I’m stoked to be working with Zeb and the NVH crew!
Sam Sharland
Head of Sales Australia and New Zealand - AS Colour
I had the privilege of working with and being mentored by Zeb for 10 years at AS Colour in Australia & New Zealand where we outgrew multiple warehouses and acquired a growing market share year on year. Despite operating at an extremely high level and frequency, Zeb always made the time to support and guide me throughout my career journey and I couldn’t ask for a more knowledgeable and approachable mentor.
Building AS Colour into the market leader it is today was no easy feat, particularly in an industry dominated by global companies. Not only is Zeb an asset in leading and building any business, but he will also bring the vibe and spread a positive culture.
Nick Auditore
Owner and Managing Director, Nick Auditore Represents
Zeb is the best no-fuss doer in the industry. A solution-driven thinker who adds value to everything he does & touches. Our company could not have grown without his involvement.
Jimmi Prilis
Owner, Zois Bespoke Embroidery and Apparel
I met Zeb in 2008 when AS Colour just launched in Sydney with Zeb as the Director. I was blown away by his passion and dedication to shifting the industry even though he was young and had a mini ramp in the warehouse!
Zeb and his crew worked tirelessly to build AS Colour at a rapid rate and before long the product took over as our mainstay. To this day I thank Zeb for showing me the way, bringing a premium product into a stagnant market, and changing the way our industry perceived the value of a blank garment.
Zeb welcomed me in from day one, offered ideas for business expansion, and continues to be a good friend to this day. I wouldn’t hesitate to recommend Zeb to any business looking for guidance, growth strategy, and high level industry knowledge.
Richard Wright
Red Rat - Owner and Managing Director
When Zeb told me he was launching Noosa Vibe House, I was thrilled to offer him a role as advisor to our board and to have him work with the senior leadership team on high level strategy and projects.
In a short time, Zeb has significantly impacted our strategic direction and consistently impresses us with his knowledge, vision, and passion for what he does. On top of this, he is refreshingly engaging and down to earth, which has seen him quickly build rapport with staff right across the business.
Nikki Taylor
Global Head of People and Culture, AS Colour
Zeb has a natural ability of listening, communicating well and being able to connect the professional and personal dots so there is always the best outcome for both parties. From the time we first met, my interactions with Zeb have always been positive, impactful and fun!
His talent in business, sales and relationships are second to none and this is also seen in the results he has accomplished for several companies. The balance of commercial acumen, integrity and empathy reflect his success and I look forward to continuing working with Zeb as I know there is a lot more to achieve!
Graham Muir
General Manager/Director - Super Special @ UNIFIED Music Group
Chief Merchant Officer - Culture Kings
Zeb is a rare creative and strategic thinker who is able to ideate, articulate and over deliver on any project he touches. I can confidently say in our past decade working together, Zeb has demonstrated countless times that he understands the true importance of achieving win/win solutions that benefit both client and customer.