Brand Refresh - Nidecker Snowboards
Creative Director - 2023
After working with the brand for several years, in 2023 Nidecker Snowboards invited me to expand my role to Creative Director. Working with an in-house and freelance team of designers, photographers, filmmakers, and copywriters, we rebuilt the brand’s identity across digital and print, from the ground up.
The first step was to strip the brand back to its core principles, distilled from over 40 years of history. Those values — Quality and Innovation — became the foundation for the brand’s new positioning and tagline:
Different by Design.
We pared back the design, using a minimal colour palette to both hint at Nidecker’s Swiss heritage and let the photography shine. Campaigns became clean, bold and image-led, with straightforward messaging that resonates across international markets.
The Nidecker website followed suit, and for online retail partners, each season we create a comprehensive library of consistent, premium photography — both in-studio and on-snow — designed to cut through the clutter and elevate the brand presence across all e-commerce channels. The new visual strategy has been described as ‘best in class’ by our largest EU online retailer.
The role also includes directing the board graphic program—a passion of mine—which involves collaborating with artists and consulting with sales staff to create a product range that is both clearly defined and broadly appealing.
The project has been an amazing opportunity to help a brand I care deeply about find its voice, align internal teams and sharpen external messaging.