Arizona Winter Sports Club
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.
Project Date:
2020-2021
Roles:
Creative Marketing Director, Social Media Manager
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.
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.
