Bridger Babes Brand
Building an inclusive brand in an exclusive industry.
One of the many privileges of living in Bozeman is the world-class skiing only 16 miles from our downtown. With a steadily increasing population, a more marginalized population is growing without access to the privilege of outdoor activities.
The Bridger Babes team is specifically targeting the factors of ski culture that makes the sport unobtainable to female beginners by changing the way it's perceived in our community. This club welcomes women of all abilities and backgrounds. The brand aims to transcend barriers; to bridge the gap of being relevant while inclusive.
Logo Concept
The logo aims to make light of a typical skull and cross bone image. The crossed bones are replaced with skis and poles, with the added humor of the skull wearing a winter hat and ski goggles. Because our location is in Montana, it was important to us to incorporate a western feel into the logo. Therefore, the skis are flipped to a side profile and the stacked B's are reflective of cattle branding.
Feminine Attributes
Skis & Poles
Western Suggestions
Forced Connection
Gear
We saw gear as an opportunity to explore many different marks. To further emphasize how we want to be an inclusive brand, another mark was developed specifically for the gear each Bridger Babe wears. This mark transcends the lines drawn between experts and novices, mentors and mentees; everyone wears and looks the same. There is no hierarchy within the club, the Bridger Babes are only concern with getting girls out on the hill.
Brand Elements
User Generated Content
We love being selfie friendly, so our biggest way of acquiring on-brand photography is to ask our participants to give us their photos. The majority of the photos stream from social media platforms and showcase women (and friends) having a great time outside.
Typography
The goal of the typography was to support the set aesthetic of the logo and photography with out overwhelming it. The solution was a simple slab serif for the logo type. The headers are a dynamic combination of a bold serif and an elegant, italic slab serif. The body copy is of the same font family, in order to tie it together.
Color Way
The color way was developed specifically to be supportive of Bridger Babe's feminine attributes. The choices were specifically paired together to be dynamic, high contrast and fun.