OBJECTIVE The objective was to create a female snowboarding brand that would work towards forging a new view and direction of female snowboarding. Skadi celebrates athletic skill rather than self-image.
CONCEPT The current portrayal of female snowboarders is highly stereotypical. There is a high use of self-image, cute graphics, and “girly” colour palettes. The sporty female leans more towards a realistic portrayal that they can identify with; for that reason, I used a minimal colour palette (black, white, and spot orange) allowing the identity to be versatile as well as timeless. Every winter, sports brands introduce a new seasonal theme to sell their new product lines. This season showcases energetic tropical colours.