Skadi Snowboards, a student branding project, is a female specific snowboarding brand that works towards forging a constructive direction for female snowboarding. Skadi celebrates athletic skill rather than self-image, which has over saturated the industry.
In reality, the sporty female leans more towards a realistic portrayal that they can identify with. I wanted to create branding that showcased skilled, driven, female boarders. This would make the target audience feel supported and provide them with real knowledge about existing pro athletes, their stories, and how to progress in their sport.
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Brand identity, Marketing concept
Catalogue
The catalogue was designed for quick readability and digestibility. The purpose of the black background is to make the board graphics and brand colours pop.
Product Design
The snowboard graphics keep to the brand essence, this particular series of boards (Sweet+Sour) use the tropical fruit to support the use of tropical colours used throughout the branding. The logo placement was chosen because this location rarely gets covered by snow or stickers. The logo is also turned towards the front face to further brand exposure.
UI/UX Design
The design of the website has been kept simple and bold with black and white shapes that do not distract from the key imagery used in the current seasonal theme and colours. For this season’s theme, the headline communicates the brand mission. Take charge means to be proud of your skill, and move ahead to mastery. Lead the pack means support and inspire female snowboarders around you.
Print Marketing
Every ad has consistent elements to ensure brand recognition (black bars and logo). The imagery of the female boarder does not show the rider’s face so that the target viewers can visualise themselves in that position, and embody the spirit of Skadi in themselves.
