The objective

Snow+Rock are the UK’s premier outdoors ski specialists with an unrivalled service and product range. Founded in 1982 by a small team of snow sports obsessives, it has seen significant growth over the years and is now an award-winning retailer with nearly 30 stores nationwide. Owned by European outdoor retail specialist AS Adventure, Snow+Rock is part of a group of four UK brands which include Cotswold Outdoor, Cycle Surgery and Runners Need.
The objective was to completely redefine the retailer through an updated brand positioning and creative strategy that would be applied to all areas of the business, both internally and externally. And, to begin the process of shaping a brand with a refined personality that better aligns to its vision and founding principles.

The response

Working alongside marketing, the senior leadership team, and external brand strategist we developed a proposition and addressed the brand position within the market, looking not at direct competitors but at the high-end retail landscape in general and in particular the mindset and personas of existing Snow+Rock customers. This enabled us to start shaping a visual style and tone of voice that would enhance dialogue with customers and create more engaging retail experiences. Working with the existing logo, we used the ‘plus’ as a symbol of ‘advancement and further’ and applied it through graphical patterns. The tone of voice adapted to a more authentic language; a truer reflection of the knowledge and passion within the business. The typography was overhauled to a style that allowed for flexibility between editorial and retail applications.

Work covered: brand strategy, creative direction, copywriting and design.