Atlas Snowshoes

Every year I create a graphic story for K2 Sports winter brands, including Atlas Snowshoes. The graphic story is built around color, pattern, product, consumer and trend research, as well as aligning them with Atlas Snowshoes brand values.

For over 25 years, Atlas has been committed to the principle that better technology delivers an enhanced outdoor experience. No two adventures are the same, and snow conditions vary according to a myriad of factors. As such, it is paramount that our engineers conduct an all-encompassing design and development process. Rounded out with rigorous testing in the gnarly terrain of the Cascades, you can rest assured that Atlas snowshoes are the epitome of thoughtful design.

The 2020 graphic story for Atlas was based around Atlas’ values which is a brand “Engineered for the Adventure Ready”. This is a very engineer and technical brand. This along with consumer research inspired the Reinvented Origin graphic story for winer 2020.

MOOD BOARD

The “Reinvented Origin” is the inspiration for color, pattern, texture and attitude for 2020. This pulls inspiration from geometrical but organic patterns, intentional design, engineering, and that zap, buzz, pop energy that excites people for the outdoors.

Break down of the mood board into colors, patterns and a word dump express the attitude.

PRODUCT LINE MAP

Looking at the product line as a whole family is key. Making sure we are not using too much of one color and giving variety, but still having it so the new products are moving forward but still align our current products with our core values so whenever anyone sees and one Atlas product, they know it is an Atlas Snowshoe product.

FINAL GRAPHICS

TUBULAR SERIES

This is Atlas’ mid level product for Backcountry, All-Mountain and Trail Walking Tubular snowshoes. Atlas traditionally likes to keep the same graphic across each product type. With this not being the highest level product Atlas offers, we did not want it to out shine the Apex Series. This is very popular product with its price point so a graphic friendly to the masses was needed.

ATLAS MEN’S GRAPHICS

Atlas Women’s Graphics

There was lots of graphic limitations with a composite snowshoe. We wanted this to still be very affordable and light weight in addition. With it being so new to the Atlas family, it was important to strongly define this product in all three categories (Backcountry, MTN and Trail) so no matter which one you would see, you would know it is an Atlas Helium snowshoe.

Color inspiration came from Atlas’ values: Engineered for the Adventure Ready. We wanted this to have an innovative, confident, and “purpose built” look.

Snowshoe running is a faster pace consumer who gravitates more towards, speed and data. This strongly inspired the graphics. We went with a lighter color decking to carry forward how light weight the snowshoes are instead of a darker color.

YOUTH SERIES

Even with Atlas being a very engineer focused brand, we still wanted the youth snowshoes to have some fun. Utilizing Atlas colors, incorporating fun elements, like Yetis hidden in a pine wood forest, and updating the Mini snowshoe logo to something more free spirit we were able to capture the Atlas brand in youth products.

Project Gallery