Dynastar
Giving Dynastar’s M-line skis the full beauty treatment.
Chamonix is a rugged alpine wonderland in the French Alps blessed with world-famous skiing. It’s also home to the legendary French ski-maker Dynastar, who asked us to develop the graphics and an identity system for ten models of skis in their new M-Line collection.
- Identity systems
- Identity
- Art Direction
- Executional work
- Graphic Design
Parliament develops directional strategies, brand platforms, and creative executions for companies at moments of change.
What we do
The crew at Parliament did an excellent job managing a difficult project that required close coordination with multiple teams that spanned two continents. Their quick and accommodating response, adept navigation of language and cultural barriers, and ability to manage working in multiple time-zones was pivotal in helping Dynastar bring new freeride product range to a global market. Their unique aesthetics gave our products a much needed new and modern appeal.Matt Farness Alpine Category Manager Dynastar
M-Line logotype
The logo and badge we developed for the M-Line started with the geometry of the Dynastar logo and we evolved it into abstract mountains that also resemble the letter M.
Three lines, three stories
The powerful human need to escape the pack and carve your own path is the concept central to the M-Line. Dynastar calls it Hunt Your Line and its spirit is infused throughout this collection, including the M-Line logo and ski graphics.
Traditional M-Line
Bold color blocks combined with natural elements for off-piste skiers who value authenticity and power.
Progressive M-Line
This line highlights wood grain and stone marbling along with strong colors for new-school, gnar-obsessed skiers.
Freetouring M-Line
A little more soulful, the Freetouring skis use wood textures with matte black for skiers who are confident in who they are and how they rip.
Feedback and refinement
After presenting the initial round, we refined some visual elements, did extensive color trend research and forecasting, and experimented with how matte black and glossy black could work together.
Bringing it home
After another round of reviews, we delivered ten tight designs and one gorgeous logotype to a happy client. The skis were officially released into the wild in 2020 and although no serious skier would be caught dead commenting on a ski’s graphics, the M-Line is selling very, very well.
Miles between offices
We worked with product managers in Dynastar’s North American HQ in Park City, Utah and Rossignol’s creative team near Chamonix in Saint-Jean-de-Moirans, France.
Cups of coffee
It took a significant amount of caffeine to crank out the several hundreds of pages of presentations we shared with Dynastar.
Product concepts
We defined and refined until we found the sweet spot.
Credit where it’s due.
Big thanks to the Dynastar teams in Utah and Chamonix. Logo and product graphics by Parliament, photography by Dynastar.
See ya on the slopes!
