THE CHALLENGE

I founded Central Park Skiers in New York in 2017 with a simple idea: to create products for city-bound skiers who want to stay connected to ski culture.

But with limited budget and resources, the challenge has been finding ways to consistently tell this story—without a full-scale content team, high-end ski photography, or expensive production. The brand needed a way to stand out while staying true to its identity.

THE APPROACH

Like most small brands, I rely on my own channels for storytelling—Instagram, Facebook, and the website’s blog.

I’ve collaborated with individuals who have a relevant audience and have been gradually building a more permanent network of like-minded people. Rather than chasing mass exposure, the focus has been on building a strong, authentic presence that resonates with the right audience.

The content is shaped by the phrase “Make your own tracks”—a slogan that reflects the brand’s advocacy for exploration, independence, and ski culture. It falls into three main categories:

• Product – Highlighting backpacks and their features in a straightforward, functional way.

• Action & Documentary – Capturing ski action, mountain views, cityscapes, and behind-the-scenes moments that create context and atmosphere.

• Graphic Exploration – Layering typography, headlines, and copy over imagery to create a distinctive visual language that adds depth and intrigue.

THE OUTCOME

This approach has helped CPS carve out a unique identity, connecting with dedicated skiers who balance urban life with a love for the mountains. The brand’s following has grown modestly, with moments of increased engagement and positive feedback—especially on its visual storytelling.

It’s a solid foundation, but there’s always room to refine and expand—finding new ways to engage, reach more people, and strengthen the connection between the brand and its community.

Check out how I created the brand identity for Central Park Skiers:

Branding: Central Park Skiers