It is the belief of Alpine Canada to go beyond the bounds. For one hundred years Alpine Canada has helped skiers reach their peak performance. Alpine Canada supports Canadian athletes as they rise up to the highest level of skiing, in technical performance and sportsmanship. That’s what makes skiing more than a pastime to them. Alpine Canada are world-class athletes, and are not only found at the peak of every mountain but at the Peak of Sports.
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I was asked by Alpine Canada to enhance a series of new designs for their 100th anniversary season. My main focus was to step back from the vivid and bold colour trends of last year and towards more of a muted colour palette. Most of the designs you'll see are slightly desaturated with black, white and red.
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Alpine Canada was looking for a way to recap the World cup event at Nakiska. Here is the story I told . Just like Ski Cross I wanted to make sure the design was action packed and fueled by the extreme adrenaline this sport brings. With the mute colour palette that I was using I added heavy but simple fonts that were countered by some sort of spray paint pattern. I also used simplified illustrations to highlight key factors throughout the event. This story created an identity and awareness for the public to engage with the brand.
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Before you become World Champions you need to be the hometown hero. Nationals brings the best skiers in Canada to compete for bragging rights. While a new hero is born a nation will cheer. In this design I wanted the imagery to be simple and use the chevron symbol to represent the rise of an athlete.
