We had the pleasure of building the brand, snowboards, apparel, collateral and website for Alpha Snowboards. We love getting to work on full spectrum work like this, especially when it combines our passion and understanding of adrenaline sport world.
Alpha Snowboards was created in the mountains. What started off as a concept that wouldn’t make it to the prototyping stages (beta-testing), has now become the underdog story in an industry that is heavily dominated by large corporations. Alpha Snowboards isn’t a story of providing new tech or polymers to an industry already filled with large R&D budgets. It’s the story of a young scrappy team looking to looking to spread the excitement that first got them into the sport, with new graphics, board shapes, and small runs of product.
The Alpha mark is made up of several elements that reflect the origin story, brand strategy, and hints at their board’s characteristics.
The outer structure of the mark is pulled from the strokes of a capital “A”.
The crossbar of the “A” pulls down as an homage to the effect that gravity has on the sport, while giving support to the letter-form, and contributing to the mountain range visual.
The negative space that the crossbar creates, resembles a snow-cap at the top of a mountain.
Throughout the mark we see several arrow motifs that symbolize the snowboarders quest to fight gravity as they launch themselves off jumps and halfpipes.
2 0 1 8 B O A R D L I N E :
The original plan to launch the inaugural board line for Alpha, was to create three boards that would be produced in a small batch. This original line was originally only to only consist of the Digital Playground Series of boards. However after the rampant mass shootings in the USA, the team agreed that it was time to take a stance. This launched the “Make art, Not War” Series.
E - C O M M E R C E S T R A T E G Y :
Ease of use for both the Alpha team and the customers shopping their storefront, dictated the direction that the site should be built on Shopify. The focuses was on simplicity and shopability over the typical media heavy snowboard sites in the marketplace. The Alpha team would utilize other websites for hosting of their media and social.
M E R C H A N D I S E S T R A T E G Y :
Alpha recognized that snowboards are a cost intensive item for someone to buy, and knew that people would still want to participate in the brand story, without shelling out the cash for a new snowboard. In order to start bringing in revenue and brand awareness, we decided to utilize the snowboard graphics alongside logo gear as the starting point for their apparel line.