Sailracing

Sailracing decided to communicate the progression of one of their most classic jackets – the glacier bay parka. A jacket that has been refined for 10 years and constantly improved within its rough context & conditions.

Project

Info

Cliff Design supported Sailracing with film and post-production from our studio in Göteborg.

In order to achieve a deliberate and conscious communication, a clear definition of the brand was imperative. While working with Klimator, Cliff Design put a lot of emphasis on interviews, market definitions, positioning, field trips, competitor mapping, sales strategy and channels of communication. Using our different matrice models in a cross disciplinary process, proved to be a learning experience for both Cliff Design and Klimator.

When the brand platform was established, the implementation started with Klimator's online presentation. The work included a fully updated graphical design language - including layout, fonts, logo, colors, image language and tonality.  

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Design Strategy
Design strategy is to mind the future of a brand and/or a product/service range, making sure the communication is prioritized based on business, economy, impact and sustainability.

Graphic Design
Graphic Design is all about comminication, to emphizise values, to clearify statements and to be consistent. At Cliff Design this can be manifested through film, illustration, artwork, stationery, brand books, web pages, photography, logotypes, icons, UX etc...

Storytelling
To communicate an idea or a concept, the context is of great importance. Using characters, environments, scenarios and assumed delimitations, a product/concept is more tangeble for an audience. When e.g. pitching an idea or anchoring a design vision within an organization, a clear story boosts the credability.

Process