Developing a new brand from the bottom-up
The ski gear market is reasonably competitive with a number of players in the online space. Snowkids were keen to enter the market with a clear point of difference and carve out a brand niche for themselves. Reviewing the market we found it filled with generalist sports wear retail sites with a few specializing in ski gear. Almost exclusively the ski gear specialists were web sites for existing bricks and mortar stores, with generalist, old school offerings.
We worked with our client to sharpen their differentiated value proposition, develop the layers of their brand strategy and key brand messages to effectively position the new brand to market. The result is Snowkids, a brand created by a snow family for families who love the snow.
Designing a new brand image
Once we had clarity on the brand positioning, core audience and brand personality we designed an identity system that positioned the brand evocatively to market. This included a full suite of brand mark (logo), brand motif (a shorthand version providing creative flexibility, a brand colour palette and toolkit of secondary visual language.
The result is a beautifully designed brand that bursts with the energy of kids (snow kids actually) and stands-out from the competitive market. The brand visual language is expressed through the Snowkids web site, social media, business stationery and packaging.