Atomic SnowboardingCase Study
Advertising / Branding / Consumer Goods / Marketing / Packaging / Print / Product Design / Promotional
Creating the brand icon for a brand that would become the icon of bmx culture.
Branding & Identity
Consumer Goods
Branding & Identity
Consumer Goods
The Shadow Conspiracy would become THE company in BMX culture but before it could do that, the brand needed an icon.
Situation
A long time friend & client was starting a new bmx brand. The name & general direction was set but an icon to represent brand vision was elusive.
Objective
Create a brand icon to represent the “Dark, Ominous and Black” creative brief
Solution
The “Crow’s Head” icon.
Results
– Outstanding response to the icon and the brand in general.
– The “Crow’s Head” icon has become synonymous with BMX culture
– In continuous use since brand inception 13+ years ago with thousands of products produced featuring the image.
The Shadow Conspiracy would become THE company in BMX culture but before it could do that, the brand needed an icon.
Situation
A long time friend & client was starting a new bmx brand. The name & general direction was set but an icon to represent brand vision was elusive.
Objective
Create a brand icon to represent the “Dark, Ominous and Black” creative brief
Solution
The “Crow’s Head” icon.
Results
– Outstanding response to the icon and the brand in general.
– The “Crow’s Head” icon has become synonymous with BMX culture
– In continuous use since brand inception 13+ years ago with thousands of products produced featuring the image.
Keep scrolling to check out the full story on the project
Here’s the story on creating the brand icon for the most iconic brand in bmx
It goes something like this. A couple days after having surgery to put some titanium hardware to hold my thumb together, I got a call from Ronnie Bonner. We had become friends over the past couple years while I helped him with his UGP (Underground Products) bmx clothing line. He was starting a new bmx parts brand. To be totally honest, I was pretty looped on Vicodin at the time but according to my notes, he had a name (The Shadow Conspiracy), general marketing direction (Dark, Ominous & Black) & liked Hitchcock but was stumped on what to use for an icon. I remember asking him if I could have a few weeks & he said he only had a few days before he needed something to have parts in time for Interbike.
Within the day or two of brainstorming Ronnie’s three word creative brief (Dark, Ominous, Black) while thinking about Hitchcock movies Edgar Allan Poe’s “The Raven” came to mind. That’s perfect. A solitary image that could be drafted into an icon form, connecting the Dark, Ominous & Black dots with Ronnie’s Hitchcock interest. A few hours of sketching followed by a couple hours of uncomfortable mouse clicking (I had to keep my hand above my heart) and the Shadow Crow’s head was born. 14+ years later it’s still in use and is THE logo of bmx culture.
And… that’s how The Shadow Conspiracy “Crow’s Head” icon was born.
Here’s the story on creating the brand icon for the most iconic brand in bmx
It goes something like this. A couple days after having surgery to put some titanium hardware to hold my thumb together, I got a call from Ronnie Bonner. We had become friends over the past couple years while I helped him with his UGP (Underground Products) bmx clothing line. He was starting a new bmx parts brand. To be totally honest, I was pretty looped on Vicodin at the time but according to my notes, he had a name (The Shadow Conspiracy), general marketing direction (Dark, Ominous & Black) & liked Hitchcock but was stumped on what to use for an icon. I remember asking him if I could have a few weeks & he said he only had a few days before he needed something to have parts in time for Interbike.
Within the day or two of Vicodin influenced brainstorming Ronnie’s three word creative brief (Dark, Ominous, Black) while thinking about Hitchcock movies, Edgar Allan Poe’s “The Raven” came to mind. That’s perfect. A solitary image that could be drafted into an icon form, connecting the Dark, Ominous & Black dots with Ronnie’s Hitchcock interest. A few hours of sketching followed by a couple hours of uncomfortable mouse clicking (still throbbing left hand in the air the whole time) and the Shadow Crow’s head was born. 14+ years later it’s still in use and is THE logo of bmx culture.
And… that’s how The Shadow Conspiracy “Crow’s Head” icon was born.
The logo has been used to brand tens of thousands of products, from pedals to pillows.
The logo has been used to brand tens of thousands of products, from pedals to pillows.
