Case Study

Skicross Racing Service

Skicross Racing Service owner, Jeffrey Sadis, in years past was a competitive downhill ski racer. He now offers premium, focused, individual training to a new generation of competitive athletes preparing for major world competitions including the Olympics.

Jeffrey was looking to modernize his company's identity. He sent me pencil sketches of his ideas saying, "never mind my silly stick figures", but I thought they were so cool we used them as the central idea for the icon design! For Jeffrey the logo design needed to say 'speed' first and foremost. It needed to look 'edgy' and contemporary. We played with colors but landed on a sleek black and red scheme.

For Skicross Racing's business cards I chose a non-standard cut to emphasize speed and sleekness and to draw distinction from other calling cards. Also designed and in production are metal souvenir pins, that Skicross Racing will take to the Olympics in Vancouver, 2010.