1. Discovery
Mountain Kids participants:
New ownership and store staff.
New ownership and store staff.
Design agency participants:
CEO and Content Strategist
CEO and Content Strategist
- On-site visit to Whistler store
- Brand workshop with stakeholders (core values and unique selling proposition)
- Survey (stakeholders and staff)
- Focus group (4-13 years-old kids)
- Competitor analysis
Gathered requests
Audience:
4-13 year-old kids that enjoy outdoor sports
4-13 year-old kids that enjoy outdoor sports
Visual preferences:
Bold, edgy, simple vivid colour palette, clear but creative fonts
Bold, edgy, simple vivid colour palette, clear but creative fonts
Voice:
Do not treat kids like children, energetic, fun, indicate quality and performace
Do not treat kids like children, energetic, fun, indicate quality and performace
Technical aspects:
Keep the existing Shopify site
Keep the existing Shopify site
Old logo
Store front in Whistler with old logo
Store front in Whistler with old logo
2. Concept
Moodboard
Determine the look & feel for the brand, based on the findings from the discovery phase.
Responsible
Senior Designer
3. Design
Logo
Three designers created and presented a distinct, research-backed logo concept to the client. Each option represented a unique, viable visual path aligned with the new brand objectives.
Once, the new logo was selected, I recognizing the unique character in the handwritten typeface used for the tagline, and I took the initiative to develop it into a complete, custom brand font. This ensured consistency and expanded the brand's unique visual voice across all future applications.
Responsibles
Design team
(Senior Designer, Intermediate Designer, Junior Designer)
(Senior Designer, Intermediate Designer, Junior Designer)
Brand Strategy
This key document synthesized raw research into actionable strategies, including: core brand narrative (Who we are, How we communicate), user segmentation (personas), service model definition (What we deliver), and the complete visual identity system (logo, colors, fonts).
Responsibles
Senior Designer
Content Strategist
Software
InDesign, Illustrator, Photoshop
Design of various assets
- Store signage
- Website mockup
- Social media tiles and flyers
- Stationary
Responsibles
Design team
(Senior Designer, Intermediate Designer, Junior Designer)
(Senior Designer, Intermediate Designer, Junior Designer)
Software
InDesign, Illustrator, Photoshop, Adobe XD
Store front in Whistler with new logo
Store front in Whistler with new logo
5. Shopify implementation
E-commerce reskining
- Create assets for the online store (banners, partner logos, icons, maps)
- Update the theme styles (including CSS and HTML coding)
Responsible
Senior Designer