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Author: Imagine Admin
18th August 2011

Design Diary Special,

Ben Gross of I-COM presents a special look at their work for client Ski +Trek in this online exclusive Design Diary special

Design Diary Special,


By Ben Gross, Senior Designer at


One of our clients Ski +Trek approached us with the ambition of becoming the top online retailer for outdoor & adventure clothing. We sat down and discussed their business and noticed two key problems. Their brand and profile was outdated, causing them to reach a plateau in their sales. Also, the platform on which the original website was developed was restrictive and inflexible, causing problems with the site’s search friendliness and making it difficult for them to update the site with promotions and offers they were running. Previous brand imagery shown below…

Design Diary Special,


Through in-depth research, we discovered the personality of the brand was modern, exciting, sophisticated, community-centric and uniquely enthusiastic about the products they sell. Ski + Trek’s proposition is to sell premium goods at fair prices. The market the firm is in is very competitive, which means going up against established brands such as Helly Hansen & Snow + Rock, so it needed an identity that would be striking, helping it stand out from its competitors. The website, which would be the main sales tool, needed to be robust, efficient and convey the brand’s values.

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    • sakib10

      really this article is informative and say about research of how to discovered the personality of the brand that was modern and exciting .thanks for sharing this article …………

    • Martin Rouse

      Cheers Ben… Great job giving us our new look!