Brand Design
Embedded Files
THE CHALLENGE
THE CHALLENGE
Born in New York City, Central Park Skiers was built on contrasts—urban energy meets alpine adventure. The brand needed an identity that captured this duality, connecting city-bound skiers to the mountains while balancing the idea of technical performance with a distinctive, urban edge.
THE APPROACH
THE APPROACH
The brand identity needed to bridge two worlds: the fast-paced, layered culture of the city and the singular focus of mountain performance. I explored a visual language that blended these influences.
The wordmark is rooted in classic typography, using a modified Kabel Neue with tight letter spacing—echoing the density and rhythm of the cityscape. It’s bold, straightforward, and unmistakable.
The logo symbol is a visual metaphor: an angled view of Central Park. It also evokes a mountain silhouette, reinforcing the brand’s alpine identity.
The typographic approach leans into strong, graphic elements—deliberately breaking away from the familiar, weathered aesthetic of traditional outdoor brands. Instead of nostalgia, Central Park Skiers embraces a sharper, more contemporary look, reflecting the modern skier’s dual existence between city streets and backcountry slopes.
THE OUTCOME
THE OUTCOME
The Central Park Skiers identity embodies the contrast between urban life and alpine adventures. Bold typography, strong graphics, and direct messaging reflect the brand’s city roots and its focus on mountain performance.
More Central Park Skiers:
DELIVERABLES
DELIVERABLES
Wordmark and logo mark
Brand identity
Product labels and hang tags
Art direction for social media posts and advertising
Bold typography, strong graphics, and direct messaging reflect the brand’s city roots and its focus on mountain performance.
Bold typography, strong graphics, and direct messaging reflect the brand’s city roots and its focus on mountain performance.
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