K2 on tour.
Let's rage.
Story's an essential tool when speaking with the K2 audience. While tech's key during the purchase cycle, how the board looks resonates on a different level altogether. What does a lambo, smile and palm have in common?
K2 – on tour
K2 Snowboards was shedding “how we’ve always done it” with new investors and energy to redefine its brand voice and product aesthetic. As the sole designer during the pandemic, I collaborated with ski on brand voice, then executed end-to-end for snowboards: 113 SKUs across boards, bindings, and boots, plus marketing collateral, sales catalogs, and stakeholder presentations—all under a tighter budget. I leaned into persona research to guide design decisions that would resonate with the community.
One board became the highest-selling SKU in the line, selling out completely. Snowboards are art pieces that carry culture and belonging—that was the captured aura.
Things learned:
→ Brand refresh
→ Storycrafting
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Role: Direction and design
Photography: Colt, Seamus, Marc
Videographer: Seamus
Collaborations: Jeremy Dean, Marcus Dixon
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