I developed this graphic identity and subsequent collateral around the idea that these skis were going to be a radical departure from where K2 had been. This was a brand new collection built from the ground up. New tech, new progressive shapes and a new personality. I opted for clean and speak simplicity to showcase the new construction techniques. The composite core, wood core and metal titianal are all visible through custom transparent pearled inks. The traditionally large visible tip branding is kept nearly tonal for a fresh look and the only visible hits from distance are the multiple foil stamps. Ski collection shown from right to left: Pinnacle 88, 95, 105 and 118 Seth Morrison Pro Model.
All photos by Alex O'Brien for K2 SKIS.