K2 Snowboards
Brand Strategy / Creative Direction / Design / Production
Repositioned iconic snowboard brand for younger audiences—Dreamsicle became the line's highest-selling SKU, selling out completely.
Overview
K2 Snowboards had new investors and energy to move beyond "how we've always done it"—shedding legacy processes that prioritized tradition over innovation. The brand needed to redefine its voice and product aesthetic to connect with a younger, faster-moving audience.
Year: 2021
Role: Direction and design
Photography: Colt, Seamus, Marc
Videographer: Seamus
Collaborations: Jeremy Dean, Marcus Dixon
Problem
Foundational approaches no longer resonated with the evolving snowboard community. The aesthetic and messaging targeted late 20s/30s riders, but the culture was shifting younger—early 20s, urban, energetic. As sole director and designer during the pandemic, I needed to execute a complete rebrand under tighter budget constraints while maintaining production timelines.
Solution
I collaborated with the Ski department to establish a new brand voice, then executed end-to-end for snowboards from discovery to in-hand products (January–July):
- 113 SKUs across boards, bindings, and boots
- Marketing collateral and sales catalogs
- Stakeholder presentations
- The creative direction centered on energy—captured through the "K2 On Tour" initiative. I leaned into persona research, designing for a younger urban audience that valued culture and belonging over heritage alone. Graphics became storytelling devices. The Dreamsicle board featured butterfly wings symbolizing evolution and transformation—visual language that resonated with the community's identity.
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