Alpine RockFest 2014

Alpine racing without rules

New corporate identity, brand manual, website and communication for the 2014 Alpine Rockfest all-star ski event

Alpine Rockfest | Corporate redesign

The challenge

After creating the 2013 Alpine Rockfest campaign, we decided to facelift the brand as a whole for the event taking place the following year. The goal was to preserve the continuity of the brand and come up with a simple-to-use brand manual to unite all future communication of the event.

The solution

First we set the plan with the event organiser, Phil McNichol, former head coach of the U.S. men’s alpine ski team. Then we developed a facelifted logotype and a brand book. We also decided to come up with a new claim that would explain the uniqueness of the event. The Alpine Rockfest DNA blends into the new slogan "ALPINE RACING WITHOUT RULES". It identifies Alpine Rockfest as being uniquely different from any other known alpine ski race event in the world. To clarify the key message for the first year using the new identity, we created a series of secondary claims (see below), expanding the meaning of the claim. They were used on key visuals, posters, merchandise and other elements of the campaign. Also, a new website was born, using the brand book guidelines.

Team

  • Robin Pultera

    Project lead
  • Štěpán Kleník

    Digital strategy
  • Magda Rejhonová

    Social media
  • Tomáš Fišera

    Art director
  • Martin Vlach

    Tech lead
  • Jan Kleník & Sklenik

    Audio

Three basic principles
deep into our DNA

We love mountains, and when we go downhill, we like speed. We also like to race, only at this event, we do things our way. Rules do not apply on the slope, adrenaline does. When you flash, you win the cash!

Alpine Rockfest | Corporate redesign

Alpine Racing
Without Rules

The Alpine Rockfest DNA blends into this slogan as it identifies Alpine Rockfest as being uniquely different from any other known alpine ski race event in the world.

Alpine Rockfest | Corporate redesign

Heavy and bold
typography

Used for the claims that introduce the brand spirit.

www.alpinerockfest.com