K2 Evolving Identity

K2 Corporation




In the late 1980′s Modern Dog began more than a decade-long partnership with K2 Snowboards. K2′s new snowboard division needed to break away from their parent company’s very strong image as a ski conglomerate – at that time a turn-off to the more rebellious snowboarding contingent. Modern Dog helped K2 Snowboards develop an ever-evolving identity that separated them from the parent company not only visually, but in branding approach as well. This approach helped propel K2 Snowboards to becoming second largest snowboard company in the world.

Not only did we create an entirely new corporate identity for K2 Snowboards every year, but we did literally dozens of snowboard and product logos over the years.