First and foremost, Silver Lining Skis is an eCommerce company with long-term aspirations of having a brick & mortar store. Our site is designed to bring 3D renderings of custom ski graphics to life in a highly responsive, and realistic way. Our goal is to bring the personalized skis to life on the site in real-time, so customers feel confident they're getting the unique ski they're purchasing prior to seeing/feeling it. While we will definitely have differences in our style and brand, think of us from a business perspective as a "Warby Parker" or "Casper Mattress" of the ski industry!
Our Mission is to create a ski community that believes individual expression strengthens ski culture.
Our brand will lean strongly on the abstract relationship of "clouds" and "horizons" to our products. Meaning, our lineup of ski models will be named after types of clouds (final names still TBD). Our quarterly publication will also take on a name related to concepts of skylines/horizons. We envision all of our products and unique campaigns falling under the umbrella of the Silver Lining Brand, but able to exist together cohesively as a group or own their own.
Products will include (in order of priority): 1) Personalized skis made from high-quality products at an affordable price, 2) Select branded soft-goods (hats, t-shirts, koozies, etc.), 3) Quarterly lifestyle print-publication, and 4) Select paper goods (stickers as a start).
Our tone should entice skiers to join the Silver Lining movement by focusing our messaging towards our existing community/customer base. It should make people outside of the Silver Lining community feel envious of those in the community, and want to join, but not in a condescending way. Respectful & humble, yet confident and bold. Open-minded and willing to listen, but strong in our convictions. Not afraid to stand up for our individual beliefs, or the beliefs of those in our community (even when they’re different)! We’re different from all other ski companies in every detail – style, process, brand, and culture, but avoid direct comparison. We want our brand to exist on it’s own, and differentiate without having to relate or compare. We’re speaking to those who already believe (or are ready to believe) in our mission, our product, and our experience/brand – those items should speak for themselves without having to mention any other brand.
In our minds, we envision taking advantage more of our company name/initials in the logo (think VW for Volkswagen, or WB for Warner Brothers and their logos/shields). We'd like to still include a "silver line", even if it's not the centerpiece of the logo, and prefer that silver line without curves.
Lastly, our envisioned tagline is: Get lost in the clouds. Find the horizon. Create your Silver Lining.
Attached you'll find renderings of actual skis that were made to round out a few examples of what we've done!