Crosson

Defining a ski brand at the edge of precision and play.

A skier in white and black gear falling backward on snow-covered roof of a building on a cloudy day.

COMPETITIVE ANALYSIS & RESEARCH
BRAND POSITIONING
BRAND IDENTITY DEVELOPMENT
BRAND VOICE & MESSAGING

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.

Snow-capped mountain peak rising above clouds against a blue sky with wispy clouds.

Surveying the scene.

A comprehensive competitive analysis confirmed that skiing often felt like an exclusive club, dominated by expensive boutique and legacy brands. We saw an opportunity for Crosson to bridge the gap between technical excellence and individual style, offering innovative, accessible products that didn't sacrifice performance.

So, we carefully evolved the brand, preserving its premium, technical foundation while creating a welcoming, vibrant space for new generations of skiers. By injecting energy and joy into the brand narrative, we encouraged self-expression on the slopes, making Crosson relevant to skiers of all backgrounds.

A ski advertisement titled 'Cumulus 102' featuring a skier in an orange jacket skiing on snow with a mountain in the background. The text describes the ski's features, starting price of $1,799, and technical specifications.
Graphical presentation with large white text, reading 'When performance means freedom, freedom means expression', on a dark background. Small technical annotations and a paragraph of white text are also visible on the lower left side.
A travel guide and advertisement for Nimbus 116 Powder Keg ski equipment, featuring images of skiers on snowy mountains, with promotional text about leaving signatures on the mountain and shop for skis.
A black-and-white photo of a skier descending a snowy mountain slope on the left side, and a smartphone displaying a snow-covered mountain with the words 'Leave your signature on the mountain' and a 'Shop Skis' button on the right side.
Collection of presentation slides and design materials, including brand guidelines, logo, color palette, typography, brand visuals, image selection, icon design, and product packaging for Crosson.

Made possible by the team at Owen Jones.

COPYWRITER
Alyson Bure

COPYWRITER INTERN
Grace Grim

CREATIVE DIRECTOR
Rusty Grim

ART DIRECTOR
Rachel Avallone

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