Ripstar – Sharing the stoke
In February 2019 Ripstar approached me to help them reposition and redesign their identity and platform.
Client Ripstar
Year 2019
Role Brand Strategy / Art Direction / Digital Design
Ripstar Brand Movie 2020
About Ripstar
Ripstar is a boutique travel agency containing a group of travellers and sport enthousiasts who want to excite young people, families and hardcore boarders for tailor made holidays near the best waves and the most exciting peaks to board
Challenge
Position Ripstar as a high performance travel specialist that appaels to a young audience, parents and core boarders and surfers.
Together defining
At start of the project i led a brand sprint. A small afternoon workshop containing a few branding basics every brand should cover. I helped Ripstar to set out their path for the upcoming 20 years, applied the golden circle of Sinek to get an understanding of their why, how and what, the brandvalues and a few other excersises. This way I helped to get a clear vision about who they are as a brand and what they would love to achieve. This workshop also helps me to get a clear vision on who they are and how they believe they move
That what matters most
Well, we started out in the workshop with around 20 values Ripstar believed that matched their brand. After the 30 minutes excersise we funneled it down to three overarching brand values that really touch their core.
Start to design without designing
The biggest challenge is when developing a brand is to design directly from values. This is why i strongly believe it is helpfull to translate these values to understandable design principles. This way we could shape the tone of voice and the way how Ripstar could distinguish as brand.
This is who we are and what we believe
Together with my copywriter A. Van Weel we developed a comprehensive brand manifest and pay off. A story that sucks you in their believes and what they want to achieve.
A design System that lasts
When we finished up the brand strategy we directly moved forward to the visual concept. This visual concept leans on the design principles and pay-off; sharing the stoke.
Sharing the stoke through science
To create a recognisable language I want to have a recurring pattern that could differ continously but feel as one visual language. This is why i started to experiment with the topographic line map system. This system is being used to mark heights, depths, wind directions and even ocean streams. All funding natural elements that are in the core of Ripstar.
An endless system
As you understand the Background pattern is inspired by the topographic line map system. This pattern can be used endlessly. Here only displayed three versions of them. The pattern can be used in any selection as wanted, and in any angle of the canvas.
Photography Direction
To emphasize the design principles Ripstar started to create their own library with owned content that reflects their camps and the sports. I've gave the team of photographers guidelines to start to shoot on a daily base