First One In, Last One Out
In surfing, you wipe out. That’s part of the deal. The goal is to paddle back out with sharper awareness. Same goes for creative teams. Sometimes the best work comes after a failed start and honest reflection.
ADAM TAYLOR – SURFING IN THE MALDIVES
At Splendor, we know great branding doesn’t come from templates, trends, or tech gimmicks. It comes from awareness, instinct, and timing – skills honed not just in boardrooms, but, in my case, in the ocean.
I’ve been surfing for over 40 years. What began as a passion evolved into something deeper: a framework for how I lead a branding agency, how I work with clients, and how I approach creativity itself.
Creative Leadership Starts with Observation
Before you paddle out, you study. The swell. The wind. Other surfers. You don’t just dive in blindly – you read the conditions. That same awareness is foundational in strategic branding work.
Our brand strategy process starts by tuning in – not just to our clients, but to their audiences, competitors, and culture at large. The signals are there, if you’re paying attention.
ADAM TAYLOR – SURFING IN INDONESIA
Our clients trust us, because we stay in the water longer than most - and we don’t take shortcuts.
Flow Beats Force
Surfing taught me that force rarely works. You can’t out-muscle a wave. You have to work with it. That principle applies to creative work, too. We don’t push concepts for the sake of ego. We move with the problem, not against it.
Our agency’s creative work doesn’t come from volume or chaos. It comes from clarity and momentum. When you trust your team and trust the process, great work happens. It’s not about domination – it’s about flow.
Collaboration Is the Set You Ride Together
People see surfing as solitary. But real surfers know it’s about reading the lineup and respecting the collective rhythm. The same goes for any successful creative agency.
No one builds a brand alone. Our work thrives on collaboration, timing, and mutual respect. The chemistry within our team – and with our clients – is what produces breakthrough ideas. It’s not luck. It’s alignment.
A Few Words With Legendary Creative Designer and East Coast Surfing Hall of Famer David Carson
Newsweek declared that David Carson “changed the public face of graphic design.” Apple described him as a “pioneer with profound influence.” And Eye, the longest-running, most revered graphic design magazine from London called Carson “the most googled graphic designer in history.”
He’s been surfing for over 50 years, and he still rides a shortboard at a world-class break in the Caribbean for the last 25 winters.
I recently asked him about his view on surfing as it relates to creativity.
Carson told me, “Surfing puts me in the mindset of going with what life throws at you. It teaches you patience. And it forces you to live in the moment and adopt an approach to life, work and surfing.”
He calls it his “why not attitude.”
DAVID CARSON – NICELY PITTED IN THE CARIBBEAN
Throughout my life, I have crossed paths with countless creatives, artists, and musicians, many of whom were also surfers.
Carson’s leadership is rooted in a personal, natural vision, but he drives and continues to sculpt this direction with some of the most successful creative teams of all time.
Carson’s relationship with creativity and surfing is nothing short of legendary.
Beyond the Waves: Lessons that Stick
There’s a lot the ocean can teach us about leadership, creativity, and business. Here’s what I try to carry from 40 years of surfing into every engagement we take on:
- Stay present. Creativity lives in the now.
- Read before you react. Observation comes first.
- Trust the rhythm. Don’t force what isn’t ready.
- Respect the team. Great work is built together.
- Paddle back out. Patience and persistence pays off.
Surfing didn’t just shape how I live. It shaped how I lead. And it continues to influence how we approach every branding engagement – with humility, with perspective, and with an understanding that the best ideas don’t come from ego. They come from flow.
If you’re seeking a branding agency that thinks differently—and designs with intention—let’s talk.
This article appears in a slightly different format at Forbes Agency Council. See the original article here »
Adam Taylor, Splendor’s Founder & CEO, believes an educated client is our best client. Stay tuned to our blog for insight into the world of everything design, web, and digital media. Have something to add? Connect with us on LinkedIn – we’d love to hear from you.