Saslong

What We Did

Brand Identity
Brand Campaign
Copywriting

Credits

Reinvigorating a Legacy of Alpine Excellence

Context

The Saslong ski slope, established in 1968 for the 1970 Alpine Skiing World Championships in Val Gardena, Italy, is a renowned circuit on the Alpine Skiing World Cup tour. Hosting both downhill and SuperG races, the slope has seen victories from legendary skiers such as Bernhard Russi, Peter Müller, Franz Klammer, Pirmin Zurbriggen, and Kristian Ghedina.

We partnered with Saslong to create a brand identity and campaign that embodies the exhilarating spirit of the World Cup course and its athletes.

Challenge

To revitalize the well-established Saslong ski slope while preserving its storied heritage, showcasing its legacy of alpine excellence.

Solution

We crafted a dynamic brand identity and campaign that captures the essence of the World Cup course and the personalities of the skiers – a tribute to the thrill-seekers, downhill chasers, alpine sprinters, speed demons, and snow racers.

While retaining the heritage of the original logo, we redesigned it for contemporary audiences, ensuring it thrives on both physical and digital platforms. The brand language draws inspiration from the fluid movements and snow trails of skiers, utilizing a striking orange hue that contrasts boldly against the pristine snow. This revitalized brand identity pays homage to Saslong's rich history while conveying the excitement and energy that continues to define this iconic ski slope.

Silver at 2023 Graphis Design Annual

Saslong design system captures one of the most iconic movements of skiing - Slalom - characterised by the zigzag or wavy course between poles, and the trails skiers leave on the snow, resulting in dynamic shapes that are thoroughly adopted as the main visual mechanism of the brand, used in both static and motion applications.

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