Graphical Language of a Freeskiing Culture.
Central Saint Martins, Studio, Fall 2009 - Spring 2011

The project is based on my graduate thesis work, the “Graphical Language of a Freeskiing Culture,” which I completed at Central Saint Martins in London in Graphic Communication Design.

I was first exposed to the world of Freeskiing while on holidays in Crested Butte, CO, and have since been fascinated with the visual identity emanating from this culture and the personality of its athletes. Out of curiosity, I started further investigating this sport and realized no one had fully explored  athletic cultures of this flavour within the sphere of graphic communication design. In this context, there is tremendous potential for graphic expression and branding. I therefore created a book portraying the industry with a unique and unusual spin. I have attempted to articulate the visual ‘grammar’ employed in the world of Freeskiing, ranging from its physical context all the way to its après ski practices. The purpose of this book is to ultimately allow a wider readership to penetrate inside the visually rich world of Freeskiing.

After depicitng the Freeskier graphically, I wanted to try another way of breaking down the culture through different elements, I chose mapping. As a spectator and designer, I have always wondered what the stamp, mark and signature of the jump would be. I therefore, conceptually mimicked these jumps through light. The light creates a stream from the skies or the poles creating the skiers signature in the air.

Another element of mapping I used is patterns. Again, I conceptually mimicked the jumps from a birds eye view starting at the beginning of the jump from the left to the landing on the right. With the movement of the ski I was able to create patterns, leaving another stamp or signature.