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GIRVIN | Strategic Branding & Design | Seattle

GIRVIN | Strategic Branding & Design | New York

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

THE ALLEGORY OF THE DEEP WAVE, THE WATCH, THE BOARD,
THE TREND AND THE CURL.

Some know that I have a persistent fascination — an engagement — with large expressions of salt water and where she comes from — the Deep Sea.

My first exposure to waves was when I was about 4 years old — my father was a Captain of Surgery, stationed at Fort Monmouth. We used to go to the Jersey shore — and Dad would run with me down to the beach — with me on his shoulders and into the waves we’d go. He’d be submerged and I’d be above — supposedly — the breakers. What that actually consisted of was overhead big[ger] waves, complete submersion, and lots of saltwater swallowing.

And unforgettable memories of being with my Dad. But this taught me the great lessons of ocean surveillance — “never turn your back on the Sea.”

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

I go back.

As a teenager I used to run out far and deep to the breakers off the North Washington coast. The bigger concern was the sheer sub 40ºF. temperature. But these are long sand-dune expanses, and the rollers curl on vast sandy hillocks and deeper water dark-outs of sloping grades to the blacker depths of the ocean. Rips pull the paddler — whether a bobbing surfer, a finned swimmer or a drifting body boarder in a strictly north-south magnetism. And the waves keep coming.

I’ve started that again — surfing —
after stints on Hawaii, Kaua’i and Mau’i.

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

And then back to the bone-chilling Washington Coast.
The rolling collison chaos of the waves and
the rough saline explosive slosh —
the reach-back of outward bound waves,
crashing on the incoming creates a wildly enticing metamorphosis.

The sheer scent: salt, sun, sand
and forest is sparklingly alive.

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

The key to the wave movement lies

in a deep energy recoil — sheer power waved in energetic veils that flow in turbulent curls, measured in suboceanic jolts, rhythmic KiloJoules.

A metaphor of the journey — the watching of the waves, the stare into the Sea, the riding of a trending curl, the long cruise on that power — the dithering of effusive pelagic wave power — they all are brand allegories — to that form of enterprise.

A careful wave watcher can see the movement of far curls, evidences of power and functional movement that could be a big wave — far out, coming in.

To make that wave work you have to be on it, prepped and ready, just as it begins to reveal itself. I began to draw these meditations — journey, place and adventurer.

YO U R W A N D E R E R

But a key inspiration is the rhythm
and deep wisdom of the sea.
Her.
Where we came from.
These Wanderer cards
that I’d drawn long back:

The
RHYTHM
THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY
Listening to the waves
A flowing quietude
Illusion

The
WATERSPOUT
THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY
Understanding integration
As above, so below
Evaporation

The
SWIMMER
THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY
Immersion in life
Finding the flow
Drowning

The
CHAOS
THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY
Embroiled in the storm
A cleansing recharge
Destruction of knowledge

AS A SURFER,
WAVE-RUNNER,
you need to watch the patterning,
note how the waves sequence
themselves in relationship to the shore.
Watch how they break — how long the curl?
It is at the moment — knowing the curl — that you can ride that wave for hundreds of feet, all froth and action, all salt and spray —
new things to be seen, in seaworthy scene.

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

The point would be — going out, anywhere, as a brand, a strategist, sentient or sentinel — you risk exposure. You could win the best of the best; or you could lose anything.

It all comes back to the waves — your assessment of the curl, the speed, the scale and the power of the ride.

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

Best to know this, better to be far out there, in it, swimming it, working it, riding it — than to stand by: just observe.

Get wet. Get in.

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

It’s the watch that counts
and the patience of your measure.

There is a moment to kick into the wave,
to carom out onto the top of the crest, ride the wave,
then another, that glide out to the next string of waves.

What that means to brand,
there is a rhythm to rightness, the moment when the curl is right, the song sings loud and that momentum will carry you long — closer to the shore, your community, your storytellers.

It takes you to:
the answer.
The new land.

Onwards,
your watch.

The waves.
Far out.
Closer in.

And then;

on you.

Go: flow.
THE METAPHOR OF THE WAVE: SURFING AND BRAND STRATEGY

Tim | GIRVIN

O S E A N STUDIOS | Washington Coast
…..

G I R V I N | SOCIALITY + MEDIATION
DESIGNING BRAND STORYTELLING IN HYBRID MEDIA

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