Crosson
We, the instigators.
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Tasked with creating a new brand identity for Crosson, an aerospace engineering-influenced ski company located in Tukwila, WA, we wanted to ensure the brand’s penchant for precision and high-end materials could still inspire the playfulness modern riders seek. We based the brand on the belief that when performance means freedom, freedom means expression. High quality gear instills confidence and the mountain becomes your canvas.
Surveying the scene
A comprehensive competitive analysis confirmed that skiing still feels like an exclusive club. Boutique brands and most older European brands are charging elite-level prices. And the positioning and pricing made them feel like Dad & Mom brands. Could Crosson bring precision, innovation, and experimentation to bridge the gap between product performance and self expression? How could we do that? Invite people in.
Crosson craved consistency but didn’t want to limit their freedom of brand expression. So, we took a spacious step beyond where the brand currently was to evolve the brand with the right amount of freshness and clarity. This allowed Crosson to ramp up the premium and technical precision they’d built a foundation on while leaving space to make generations of skiers feel welcome, and bring energy and joy to self-expressive skiing.
Made possible by the talented team at Owen Jones.
Team
Creative Direction by Rusty Grim. Art direction by Rachel Avallone. Copywriting by yours truly.
Year
2019