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 superficial self image. The current portrayal of female snowboarders is highly stereotypical. You will find a lot of self-image, cute graphics, and a very “girly” colour palettes. The sporty female leans more towards a mature colour palette and realistic portrayal that the target can identify with.
The brand needed to have a strong story, when looking at mythology, Nordic figures where more suited to the winter sport. Skadi is the goddess of winter, hunting, and skiing. Being careful not to highlight self image but portray skill, passion, strength, discipline, maturity, energy, and pride; the decision led to the use of the wolf of winter (the wolf Skadi always had with her). Without defining what Skadi looks like the target could embody Skadi into their own self-perception.
The objective was to re-brand and sell a practical and functional home grown product that enables mountain bike enthusiasts to fully enjoy their sport without any limitations. This product is created by a family that is
active in the world of mountain biking.
North Shore Racks is a student project.
This bike rack is the only vertical car rack that fits any mountain bike in North America. It takes up very little space holding 2-6 bikes. Using this information the final logo mimics the bike tire alignment when mounted on the car rack.