Simon CroftsCreative Director
Kask



ProjectsIn 2020, the rebrand of Kask Snow marked a pivotal moment for the brand, redefining its positioning and visual identity in the highly competitive snow sports market. This comprehensive rebrand centered around the concept of ‘Preparation,’ emphasising its importance as the foundation for performance on the slopes. The rebrand not only reshaped the brand’s look and feel but also aligned its narrative with the precision, focus, and determination required in ski culture.

Project Overview

The rebrand encompassed a complete overhaul of Kask Snow’s creative direction, including art direction, casting, digital assets, and physical brand presence. A meticulously crafted suite of marketing materials was developed, culminating in an immersive experience at the IPSO Show in Munich.

Creative Direction

• A new visual language was introduced, embodying elegance, precision, and modernity to resonate with both seasoned skiers and the new generation of snow sports enthusiasts.

• The tone and messaging revolved around the theme of ‘Preparation Is Everything’ connecting the meticulous nature of skiing with Kask’s dedication to craftsmanship and innovation.

Art Direction & Casting

• The art direction for the campaign emphasized dynamic motion and pristine alpine settings, capturing the beauty and intensity of preparation before hitting the slopes.

• Casting focused on a diverse range of athletes and models, each embodying the discipline, skill, and passion central to the world of skiing.

Microsite for the New Collection

• A sleek, intuitive microsite was designed to showcase the new collection, offering a seamless user experience.

• Features included 360-degree product views, an interactive sizing guide, and immersive storytelling elements that brought the “Preparation” concept to life.

Lookbook: ‘Snow’

• The lookbook titled ‘Snow’ served as a visual manifesto of the rebrand, blending aspirational imagery with technical details of the collection.

• Printed on premium materials, it became a collector’s item for retailers and customers alike, further solidifying Kask Snow’s position as a luxury performance brand.

Brand Film: ‘Preparation’

• A cinematic brand film highlighted the ritual of preparation before skiing, capturing the quiet moments of focus and the powerful connection between athlete and environment.

• The film was released across digital platforms, driving engagement and setting the tone for the rebrand.

IPSO Show Event in Munich

• The rebrand culminated in an immersive brand experience at the IPSO Show in Munich, where the new identity was brought to life.

• The exhibit featured:

Interactive displays showcasing the new collection.

Live screenings of the brand film.

• A curated installation that walked visitors through the rebranding journey and the philosophy of ‘Preparation’.

• The event was praised for its innovation and design, leaving a lasting impression on industry insiders and attendees.