This active snowboard brand needed a new identity that was playful and energetic, yet didn't come across as too dangerous or childish to middle-aged audiences who still sought some adventure.
Through many sketches, the logo was refined into a simple geometric mark. Referencing the black diamond slope rating, the W shape provides stability to the symbol while still conveying upward motion.
The palette of soft, analogous blues is comforting and calming. It also captures the invigorating atmosphere of an alpine mountain.
In contrast, warm orange accents excite the eye and provide strong focal points. The color palette's versatility allowed it to be adapted to a variety of merchandising and web design needs.
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Strong angles and geometry were used in layouts and photography to further emphasize motion, energy, and depth to reinforce the dynamic feel of the brand.
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