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Sophistication a New Goal for Sports Graphics

whatdesign-burton

Helmet Graphics Protect
Green-Conscious Youth Market

       

Storytelling isn’t the first thing most people think about, when they are looking for a helmet to use on the ski slopes and skate parks. They want proven protection.

what!design recognized teenagers and twenty-somethings want a look that sets them apart. These kids don’t want to be a walking billboard for a particular brand with logos splashed all over them; they want to be perceived as smart and conscientious. For Burton, the creative team at what!design came up with a series of vignettes, to conceptualize and drive the story for each helmet. For example: For your snow assault, trade sword for board with Samurai heraldry. Another example: Themes from Morris, Audubon and Victorian romantics are given a twist with modern sensibilities, for boarders to move at high rates of speed while showing they respect the environment. Each helmet’s story is rich with metaphors, and uses historic and fantastical iconography. Visual elements are used on the retail packaging, as well as the actual product. Burton’s product team asked what!design to help select color palettes and fabric combinations that would keep each helmet authentic and distinct. All the illustrations and color choices have depth, and are derived from avatars and weapons of fantasy ‒ to make each story ‘stick’ on the slopes.

Creative credits:
Creative Director Damon Meibers
Designers Robert L Marvin Jr, Melanie Mikecz, Kenneth Cool, and Eli Queen
Illustrators Mikecz and Derek Aylward.

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