Hang Ten was a well-regarded retail surf brand that hadn’t been in South Africa for years. We had to re-launch it from store designs to POS to a conference for the staff. Our theory was that if the staff didn’t understand the heritage of Hang Ten, California Originals, then the customer never would. So we designed a surf holiday conference for them. They got a set of flip flops with the itinerary, a series of postcards from California with all the brand values on them and a wavy writing pad to make notes about everything they learnt. Taking the staff on this journey meant it was much easier to fill them with enthusiasm for the re-launch of the brand because they believed in it.