EDIT92, a ski wear brand, approached us with a bold vision: to create a new, fashion-forward brand identity from scratch. They wanted to challenge the traditional, utilitarian ski apparel by infusing sex appeal and style into their range—without compromising on performance and functionality. The task was to develop a full visual brand identity and an SVOD launch video to position EDIT92 as the go-to brand for the modern, style-conscious skier.
Through consumer research, we uncovered a key insight: modern skiers, especially millennials and Gen Z, don’t want to sacrifice style for function. They expect their skiwear to not only perform well on the slopes but also look fashionable and edgy. This need for a balance between “sexy” and “functional” ski wear was the foundation of our creative direction, driving our decision to craft a brand identity that mirrored both high-performance and high-fashion.
We crafted a sleek, bold visual brand identity that emphasised EDIT92’s duality—form and function. The logo design featured sharp, modern lines to reflect precision and performance, while the colour palette combined deep winter tones with pops of vibrant colour, evoking style and adventure
