“A thrill seeking audience is looking for danger,
while also wanting protection from that danger.”
Logo Redesign
I have redefined Black Diamond by putting the focus back on the user — the true expert, professional and adventurer.
This logo brings the spirit and values that Black Diamond offers to its audience into the modern era with graphic mountain goat perched in a powerful, monumental, and energetic stance. The mountain goat represents the expertise, strength, and resilience of Black Diamond’s products. A vivid red and black color palette point to the danger and expertise required to attempt a climb or descent of a ”Black Diamond” slope. A literal diamond is suggested in the negative space of the goats’ horn; as well as in Mountains beneath the goat itself. The goat represents where the company has been and where they are going, with a user centered approach. The protective nature of the mountain goat represents the same ceaseless protection you can come to expect from Black Diamond’s equipment.
Known for their agility, strength, and finesse, mountain goats are most often seen scaling steep, rocky ledges.
Print advertisement
The magazine ad is authoritative and powerful. With a new user-centered campaign using megalithic typography that reflects the task at hand of every expert skier, hiker, and climber, I have created a message that (speaks to) the inner adventurer in all of us.
“Greatness is created under pressure“
Web / Social Media campaign
The web and social media advertisements for Black Diamond carry the same core values as the original magazine advertisement. While Black Diamond’s previous social media campaign felt inadequate and without focus or audience, the new campaign demands a viewer’s attention with bold imagery that suggests you trekked these destinations yourself. Furthermore the social media campaign will bring attention to the company’s three core areas of outdoor adventuring: mountain climbing, hiking, and skiing.
Type Specimen & Color Palette
Packaging
packaging is completely revamped to bring the same expertise, ruggedness, and beauty that every adventure offers to the first experience Black Diamond customers will have with their new products.
packaging pattern is a rugged illustration based off of a diamond and mountain form and a user driven path
Community Outreach and Partnership
Advertising with a focus on the user and the adventurer is simply not enough. Creating a way for not only the Black Diamond brand to interact with its audience, but also having the community actively being brought into Black Diamond’s campaign. With snowboards being very graphic and even collectible, I have created a way for artists and the Black Diamond community to become involved by creating custom featured snowboard artwork.
rugged artist hand letttering
Lettering Process
first sketches and process of the rugged script lettering for board printing.
