Founded in 1972, Winterstick filed the patent for the world’s first snowboard. And while many consider Winterstick the finest maker of custom snowboards today, their brand and presence needed some love to grow in the mainstream winter sports market. Our job was to overhaul Winterstick’s positioning, identity, eCommerce website, and marketing — so Winterstick’s legacy and expertise get the audience they deserve.
To give Winterstick a soulful makeover, we began by redefining their brand positioning, both internally and externally. We needed to dig in, find out, and articulate why they were the best snowboards in the world. We then implemented an entire brand experience, including a custom Shopify website, representing those distinctive and ownable elements.
A fresh, new attitude
After establishing a solid new internal team framework and external voice, we moved into a visual identity. We wanted to respect their history, so we kept the bulk of the original logo, giving minor, modern cosmetic tweaks. A new color palette was introduced along with graphics that spoke to both the levity and sincerity of the brand voice.
And perhaps most importantly, we built a custom, dynamic Shopify eCommerce experience designed to provide riders with comprehensive information about Winterstick’s products to build trust and drive conversion.
Carving into the future
We launched Winterstick’s new brand and website in time for their 50th anniversary, and they welcomed their legion of core Winterstickers — and fresh fans — into the new era of the brand. Without losing the soul of their identity, they’re introducing the brand and product to new, engaged, and growing audiences every day.