Skipark
Branding
The result
The visual identity received immediate positive feedback. The client reported that several people asked who was behind the design. Even after the business was sold, the brand identity and logo remained untouched, continuing to represent the company, which speaks to the lasting quality and relevance of the design work.
The solution
I developed a complete visual identity and a flexible graphic system to adapt messages across various print and digital formats. I created custom illustrations to help communicate more playfully with younger audiences. I was responsible for every printed piece and worked as the lead designer alongside a developer hired by the client, maintaining consistency across digital and physical platforms. This project allowed me to grow significantly, from managing production logistics and timelines to illustrating and designing for large-scale formats.
The client
SkiPark Szczecin is a modern ski and climbing centre featuring two year-round ski slopes, eleven climbing attractions, and an interactive zone. It’s the only facility of its kind in the West Pomeranian region of Poland, offering an unforgettable experience for beginners and professionals alike, including children and adults. With an augmented reality climbing wall and creative climbing spaces designed for active birthday parties, SkiPark combines sport, play, and innovation.
The challenge
This was my first time leading such a large-scale commercial project independently, including work on large-format print materials. The main challenges involved handling tight deadlines, staying within budget, and managing heavy content requirements. The client was highly involved, often providing rough sketches and expecting final designs the next day. Combining messages about skiing and climbing into a cohesive layout was particularly demanding, especially when content was overloaded with text and images.
The objective
Initially, I was commissioned to create the brand’s visual identity. However, due to the success of our collaboration, I was later entrusted with full visual support across all platforms, including business cards, flyers, posters, magazine ads, large-format banners, website graphics, clothing, signage, and more. The visual language needed to reflect the mountainous inspiration while staying fun and approachable for the primary target group: schools and families.
Project steps
Audience analysis | Competitive landscape | Moodboard
Visual tone and personality | Colour palette | Typography
Logo | Shapes
Poster | Banner
Final deliverables
Climb
Wall, rock, mountain, boulder, hold, route, overhang, vertical, ascent, summit, chalk, rope, reach, pull, balance, sloper, focus, determination, control, strength, strategy, achievement, challenge
Competitive landscape
To better position the brand visually, I examined how sports and activity centres typically communicate, particularly those targeting children and school programs. A pattern emerged: competitors often lean heavily into either high-performance athletic aesthetics or overly playful, cartoonish visuals. SkiPark needed to balance both, maintaining credibility as a sports facility while remaining welcoming and engaging for schools and families.
Ski
Snow, slopes, mountains, winter, icy, cold, alpine, ski resort, chairlift, skis, snowboard, poles, gloves, path, glide, slide, race, speed, control, lift off, adrenaline, rush, adventure, challenge, fun, freedom, flow, balance, technique
Audience analysis
The project began with a deep dive into SkiPark Szczecin’s unique offer. A year-round ski and climbing centre, combining two seemingly seasonal sports into one unified brand. Although the client expressed a desire to appeal to "everyone," we identified key audience segments: families with young children, school groups, and amateur sports enthusiasts seeking an accessible introduction to skiing or climbing. The branding needed to be dynamic and approachable, reflecting both the thrill of sports and the playfulness suitable for family and school audiences.
Discovery
01
Typography
Typography will rely on a sans serif typeface, chosen not only for readability but also for its contemporary and active character. This style aligns well with the centre's modern facilities and the fast-paced, movement-oriented nature of the activities offered.
Colour palette
Given that the centre operates year-round and offers both skiing and climbing activities, we identified blue as a logical foundation for the colour palette. Blue evokes associations with snow and mountains but it also carries connotations of trust, calmness, and accessibility, qualities that resonate with both new and returning visitors.
To support activity-specific branding and introduce more variety, a secondary palette was created, allowing for a visual distinction between skiing, snowboarding, and climbing areas while maintaining brand cohesion.
Visual tone and personality
Through research and initial discussions, we agreed that the brand should strike a balance between playfulness and maturity. While the primary audience includes children and families, the space is also intended for adults and more advanced users. Therefore, the tone should feel dynamic and energetic without appearing childish or extreme. We aim to convey a sense of movement, fun, and activity while maintaining a level of clarity and safety. The personality should feel inclusive and exciting enough to inspire first-time visitors, yet structured enough to reassure parents and regular users.
Direction
02
Shapes
To add more playfulness and help differentiate the brand from others in the category, a set of bold geometric shapes was introduced. Triangles, arrows, and sharp chevrons inject movement and energy into the identity, while also making longer blocks of text more engaging, especially for younger audiences. The idea was to carry the same sense of boldness and motion found in the logo into everyday communications, creating a visual rhythm that feels lively without being chaotic. These shapes help maintain recognition even when the logo isn’t present
Logo
The logo concept emerged from an early exploration of how to represent the range of activities offered by the centre. It became clear that the slopes, peaks, and path could symbolise skiing, snowboarding, and climbing, hence the use of three distinct mountain shapes. One of the peaks was deliberately separated to represent the climbing zone and to emphasise the visible path formed through negative space. This not only adds a sense of movement but subtly hints at the route and progression shared across all disciplines. The crossed ski poles were added to reinforce the name and strengthen the association with alpine sports. Emotionally, the design aims to reflect control, challenge, and balance (key feelings associated with these activities) through its symmetry and structured geometry.
Visual identity
03
Illustrations
04
Poster
Before the main budget was secured, the client needed a visual solution that would be cost-effective but still dynamic. At that stage, I proposed using silhouetted figures to represent the three main activities (skiing, snowboarding, and climbing). This approach allowed us to communicate action and diversity without relying on photography or complex illustration, both of which were outside the available budget. The clean, minimal style gave the poster a sense of movement and clarity while remaining highly adaptable across print and digital uses.
Banner set
With more resources available later in the project, we decided to build on the existing silhouette graphics, but develop them further to suit larger, more immersive spaces. We introduced custom landscape illustrations, adding depth, layering, and a sense of environment that made the setting feel more playful and atmospheric. These visuals were then used for large-format banners placed all around the venue, helping to bring the identity to life in a way that felt engaging and site-specific. The illustrations helped differentiate the brand. To keep the system cohesive, I chose to keep the illustrations monochromatic, and introduced even more silhouettes of characters in action. At the client’s request, we also added a yeti figure to bring in a light, fairy-tale element that would appeal especially to younger visitors.
Delivery
05
SHORTCUT
SOCIAL MEDIA
LEGAL INFORMATION
CONTACT
KIK Design