K2 REBRAND
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Objective / Choose a brand that is dead, dying, or defunct and identify its essence. Reinvent the brand by developing a new visual identity, and … Read More
Objective / Choose a brand that is dead, dying, or defunct and identify its essence. Reinvent the brand by developing a new visual identity, and by creating brand experiences that take that company into a whole new realm while keeping the brand’s essence. Strategy / Forty-five years ago, K2 was born as America's ski company on Vashon Island in Washington State's Puget Sound. Driven by innovation and passion, K2 Sports markets snowboards, snowshoes, bikes, in-line skates, alpine, telemark/Nordic ski equipment, apparel and accessories for the ultimate sports enthusiast. The company’s motto is “K2 Sports is what happens when fun meets science and technology.” Unfortunately, K2 has taken a back seat to companies like Burton, Patagonia, The North Face, Roxy, and others. I chose to rebrand K2 because I admired their essence: well-built products that are not only durable and technologically advanced, but are also pieces of equipment that symbolize fun, freedom, and limitless boundaries. My rebrand of K2 includes a new logo, updated visuals, neon blocks of colors, and extreme brand extensions that include experiences like going on volcanic adventures and exploring vast caves. Read Less
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