Project: Icon Creation – Design
For an ongoing K2 Snowboards campaign, we set out to create a sub-branding icon that captured the spirit of their tagline, “Seek & Enjoy.” After exploring a range of concepts, the design featuring a tree formed in the negative space of lightning bolts stood out as a clear favorite. Its balance of energy and exploration resonated strongly with both the brand and its audience. The icon quickly gained traction and became a staple of the campaign, that carried over into product design for products featured in the Seek & Enjoy Campaign.