Unconventional women's surfwear. Designed for girls who like to play.
Friday is the lovechild of a simple desire to have fun, born out of a love for the unconventional. Their ethos is all about pushing boundaries and bending the rules, encouraging girls to play hard and look good while doing it.
What began as a longing to find the perfect pair of women's boardshorts—ones that fit right, felt good, and didn't lean too heavily towards either femininity or masculinity—quickly snowballed into a brand that has no real bounds. At Friday, they're on a mission to blur the lines between feminine surfwear and the traditional, masculine surf industry.
Though their roots lie in boardies, they recognise the appeal of surf culture beyond the waves. They embrace the idea that fashion and swimwear, as well as surfwear and streetwear, are interchangeable. Their range is designed to move with you from the beach to the bar—the kind of Fridays they live for.
About the project
Brand Design and Strategy
Kind Words
My favourite thing about working with Ellie has been the briefing process, she’s taken the time to really understand what the business needs now and for the future, her creative direction has been spot on and I feel like she captured exactly what I was looking for with my brand refresh. The process of collaborating has been completely seamless, communication has been great and I’ve always had any questions answered quickly and thoroughly. I’ve never felt out of the loop at any point and I’m confident that what has been created can be the foundation of the next set of journals, and the future of the brand!
Ellie has such a creative eye and had a great process for building up my brand and website. My favorite thing about working with her is how thorough her strategy is for getting across your brand essence. I was in the beginning stages of creating my vision for my website and business and she was able to help me create so much more clarity with what I wanted to build. I will continue using Ellie in the future for any and all of my branding and website needs, she is so patient and wonderful to work with. I am very happy with my results, and will continue to use her eye for future projects! If you’re in need of someone to walk you through the whole process or completely take charge and execute your projects, Ellie is definitely the one to go to!
Working with Ellie to bring the branding for Friday to life was quite literally a dream come true. She was patient with me as we collaborated over a moodboard on the look and feel. She was professional in both her communication and her execution. Her brand questionnaire helped us both understand how we could marry the visuals with the voice. Ellie nailed the branding from a grassroots level, and I feel supported in knowing that I have her expertise to lean on as the brand grows; from graphic design, visual direction or tone of voice. I could not recommend Venus & Nectar enough!
Pooja Rani
Ashley Naomi
Rachael Rickard
Founder of The Bali Chapter
Founder of Ashley Naomi Doula
Founder of The Brand Friday