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.
BRAND MOOD BOARD In reality, the sporty female leans more towards a realistic portrayal that they can identify with. I wanted to create branding that shows skilled, motivated, female boarders. This would make the target feel supported and provide them with real knowledge about existing pro athletes, their stories, and how to progress in their sport.
NAME + LOGO RESEARCH I wanted the brand to have a strong story, so I looked to Nordic mythology. Searching for a strong female figure I found Skadi, the goddess of winter, hunting, and skiing. When looking for a name and logo I considered my objective and focus on my core message. I wanted to portray skill, passion, strength, discipline, and pride. I decided to use the wolf of winter that Skadi always had with her, rather than Skadi herself so that the target could embody the idea of Skadi into their own self-perception.