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.
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.