In support of a client initiative, our colleagues at Electramedia looked to us to provide design that is congruent with their Your Web Department CMS platform. Their client, Freestyle Skiing Ontario (FSO), is a non-profit organization dedicated to the promotion and support of the sport of freestyle skiing. At the time of our engagement, FSO had little in the way of visual assets and no definitive identity. Working within the confines of a limited budget, we sought to develop a comprehensive design system that would give shape to the organization and lift the burden of unnecessary ongoing expenditures.
Our work began with a simple typographic identity, augmented by found visual resources. In the juxtaposition of these things, FSO’s wordmark is made extensible – given a ‘controlled dynamic’. It can appear as both fresh and varied without deviating from the organization’s brandspace.
Having firmly established a tone and manner for the organization, we continued to develop their toolset, generating an asset bank of illustrative resources. Founded in FSO’s own event photography, these images could be integrated into a host of applications. To satisfy Electramedia’s commitment to the development of a revised web presence for the organization, we extended this illustrative approach into a simple two-template site design.
