We, the instigators.
CREATIVE DEVELOPMENT, VOICE + TONE DEVELOPMENT, BRAND GUIDELINES, PRODUCT NAMING
—— CROSSON
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 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.
Made possible by the talented team at Owen Jones.
COPYWRITER
Alyson Bure
COPYWRITER INTERN
Grace Grim
CREATIVE DIRECTOR
Rusty Grim
ART DIRECTOR
Rachel Avallone