Atelier
Overview
Off Piste is a skiwear brand centered on ski culture and adventure. This brand strategy proposal aims to establish a visual language that signals a level of exclusivity commensurate with what the name suggests, while creating a cohesive brand expression across visual identity, digital experience, and social.
deliverables:
Creative Direction
Brand Strategy
Challenge
The challenge is alignment with a name that carries strong associations with European ski culture in a way that highlights its pre-existing blueprint for luxury, health, social chemistry, and synergy implicit in these travel adventures, while expanding these ideas in a way that is modern and alluring.
Approach
The proposal seeks to shape a stronger, more refined sensibility by balancing luxury with sex appeal and glamour through implication rather than explicit statements. Visual and social cues allow the imagery and copy to speak from an insider perspective, evoking a more exclusive and privileged lifestyle.
Solution
The final proposal includes:
Refined luxury and glamour through subtle cues
Editorial-based art direction
An elevated, insider brand voice
A cohesive visual and verbal system
The result reads as polished, understated, and exclusive
Outcome
The brand voice would be more cohesive by aligning with the cultural cues of its geographic roots.
The brand experience would be more elevated across platforms.
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