Arizona Winter Sports Club (Snowboarding & Skiing)
Overview:
Shred Devils is Arizona State University’s Winter Sports Club, launched in 2020, and based in Tempe, AZ. The club is dedicated to promoting winter sports wellness by offering events, trips, and competitive training opportunities. As the Marketing Director for this new organization, I played a key role in establishing its brand and community presence.
Project Date:
2020-2021
Roles:
Creative Marketing Director, Social Media Manager
Mission:
Given the club's recent introduction to the ASU campus, building a strong brand presence was crucial. I crafted the slogan “Shred the West” to highlight the pride in West Coast snowboarding and skiing culture. The objective was to represent ASU in the snow sports community and foster a sense of family among members.
Intended Purpose:
In my role as Marketing Director, I aimed to create an engaging environment for students to learn, mentor, and enjoy winter sports. As an avid snowboarder with over eight years of experience, I was passionate about sharing my love for the sport. The "Shred the West" campaign became central to our branding efforts, leading to a membership increase of over 200 in a single season. This campaign was designed to showcase the fun and inclusivity of winter sports, demonstrating that they are accessible and enjoyable for everyone.
Shred Devils Recruitment
In my role as Marketing Director for Shred Devils in 2020, I spearheaded the development of our Marketing Recruitment Campaign. Utilizing Adobe Illustrator, Adobe After Effects, and Adobe Premiere, I created compelling content that led to a 200% increase in membership. The recruitment video played a pivotal role in our successful season, attracting over 150 new members and boosting our Instagram following by 500. This project seamlessly integrated social media marketing with digital content creation, featuring a first-person perspective to showcase the authentic experiences of our club members.
Brand Development
Crafting a Distinctive Identity
For Shred Devils, I aimed to create a brand that resonated deeply with the west coast snowboarding culture and my personal connection to it. As an Arizona-based snowboarder, I wanted the branding to reflect the pride and individuality of the west coast snowboarding experience.
Designing “Shred the West”
Using Adobe Illustrator, I crafted the "Shred the West" branding with a thoughtful palette of Blue, Red-Orange, and Black. The design process began with hand-drawn lettering, featuring a melted snow effect to evoke the essence of snowboarding. This hand-drawn element was digitized and refined in Illustrator, with curved vector points symbolizing mountain peaks. Inspired by the DIY artwork snowboarders often create, the design also incorporates a sunset backdrop, symbolizing the end of each run and our enduring passion for the sport.
Impact and Legacy
The "Shred the West" branding embodies west coast snowboarding culture, fostering a sense of community and pride among its enthusiasts. This branding not only visually captured our identity but also successfully united over 200 new members in a single season, reflecting the strong connection it established with our target audience. I am proud to have designed an identity that represents and elevates the Arizona winter sports community.