A lifestyle brand built on the pursuit of real pleasure. Not just dreaming, but living.

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“On a brisk morning in 2017, thefailedbanker waltzed into his office in Marylebone London, and tendered his resignation.

We love to surf, travel and work on projects that inspire us to do better every single day.

Welcome to our office…”

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This brand refresh came at a point of evolution for thefailedbanker, crafted to be the foundation of what is to come next. In their own words:

Why did we feel the need to have a brand refresh?? Firstly, we love our original Surf Company and Channel Islands logos, we’ve always been pretty happy with these two. However, we started the brand with a vision for the future, and whilst our original logos will always remain a staple within our core collections, our new fresh look matches our future plans for the brand. This is the early stages of our brand journey and story, and we’re absolutely buzzed that you’re joining us for the ride!

When Ben and I first spoke, he had an idea of what he wanted and gave me a fairly clear brief. 

I chose to ignore it and do something completely different. 

Not because I’m a plonker. But we went through ‘the milk branding process,’ which involves a series of discovery questions about the business’s long and short-term goals, and I felt like thefailedbanker needed something different from the ‘plan’. So that’s what I did. 

After the brand presentation, Ben politely asked me, “Why didn’t you just do what I asked for?”

Good question. Because it’s my job to challenge you to think bigger picture, outside of what the team wants or likes. My client is your client, not you. 

Anyway, we did try out the original ‘plan’ just to see, but ultimately, the decision was made to run with my left-field option (with a minor tweak or two).