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. I would like to create branding that shows skilled, motivated, female boarders. This would make the audience feel more supported and provide them with real knowledge about existing professional athletes, their stories, and how to progress in their sport.
I wanted the brand to have a strong story, so I looked to mythology. Searching for a strong female figure I read up on Greek and Nordic gods, but I felt like Nordic figures where more suited to the winter sport. I found Skadi, the god of winter, hunting, and skiing; this was almost perfect. When looking for a name and logo I reconsidered my brief to focus on my core message. I did not want to highlight self image; I did want to portray skill, passion, strength, discipline, maturity, energy, and pride. So I decided to use the image of the wolf of winter that Skadi always had with her so that the target could embody Skadi into their self-perception.
The final logo combines straight and loose lines. This allows for the main form to stand out, while letting the imagination fill in the undefined internal spaces. The ears, for example, mimic shaded mountain peaks, and the white highlight around the eye mimics a snow line made by a snowboarder. The wolf’s amber eyes suggest the hunter’s energy and determination.
The advertising is simple and bold. Every ad has consistent elements to ensure brand recognition (black bars and logo). 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. The imagery of the female boarder does not show the rider’s face so that the
target viewers can visualize themselves in that position, and embody the spirit of Skadi in themselves.
WEBSITE SAMPLE : HOME + PRODUCT PAGE