Agency FIFTY3 is a full-service advertising agency grounded in work that stands above the noise of saturated markets. Agency FIFTY3 wants to launch its own snowboarding brand, but just how should that brand look and feel? I stepped in to propose a project embodying the company's values and share a bit of my personality and creativity.
PEAK 53 is a snowboard brand boasting an authentic voice rooted in a simplified, modern palette. The inspiration stems from local surf shops and vintage badges. PEAK 53 represents the 53 mountains standing tall in Colorado. The snowboard company is located in Denver, Colorado where the local consists of, “Someone driving a Subaru outback with Jack Johnson songs playing on the radio. They are wearing jeans, a black North Face vest and Keens or Merrells. This outfit is worn to the mall, the park, the symphony, a fancy restaurant and church. They drink micro-brew beer instead of wine or cocktails and shop at Whole Foods for their groceries. They have a couple of Labrador Retrievers who are like their children. They are friendly, laid back mountain people.” - Anonymous
This design solution begins with a badge identity system and culminates in a poster series, digital interface, custom snowboards, matching t-shirts, and a lookbook of PEAK 53’s aesthetic and culture.
Behind this design solution, PEAK 53 also desires to protect our snow-covered peaks and the beauty of our world around us. So, for every item purchased at PEAK 53, our company will plant a pine tree to help combat deforestation and climate change.
We are here to leave the world a better place and to inspire others to experience the wonder of our peaks and our world every single day. Peak 53 won’t give up until we are making a difference in this world.
PEAK 53’s aesthetic and culture
All Photographs featured - Tiera Salitros