VEX Snowboard

Client Name

VEX

Project Types

Brand Strategy

VEX Brand Concept

Creative Brief

Brand Overview

VEX is a movement redefining women’s presence in snow and streetwear through conscious design, unapologetic confidence, and community activism.
Born in the mountains and made for movement, VEX empowers women to own their era — with style that provokes change, not conflict.

Objective

Establish a bold and emotionally resonant brand identity and visual language that bridges empowerment, activism, and sustainable design.
VEX should feel as much like a movement as a clothing line — fearless, conscious, and connected.

Audience

Women aged 20–40 who identify with mountain culture, creativity, and activism.
They seek authenticity, ethical values, and individuality in what they wear.

Mindset:
Independent • Conscious • Grounded • Bold • Community-minded

Deliverables

Logo suite & color system
Lifestyle photography & social content
Launch campaign copy
Apparel & packaging mockups
Product Lines

Visual Direction

Palette: Matte Black, Electric Pink, Coral, Icy Lavender, Powder Blush
Textures: Torn paper, spray paint, linen, cork, snow grain
Typography: Expressive brush headlines + clean geometric body
Photography: Real, movement-driven, candid, natural light
Mood: Fierce yet mindful — Anarchy meets empathy

Logo suite & color system

Lifestyle photography & social content

Launch campaign copy

Tone & Voice
Brand Essence: Unapologetic style with purpose.

Pillar	Description	Example Tone
Empowered	Direct, assertive, never watered down. Every line has purpose.	“We’re done shrinking to fit into anyone’s comfort zone.”
Conscious	Speaks from awareness — social, environmental, emotional.	“Style that gives back to the people and places that shape it.”
Collective	Uses we more than I. Feels like a sisterhood or a call to join.	“We rise, we ride, we lead — together.”
Grounded	Never overly polished or preachy — real language, raw honesty.	“We make gear that works as hard as you do.”
Playful Edge	A wink in the tone — serious mission, but not self-serious.	“Less perfection. More power.”

Apparel & packaging mockups

Product Lines

1. Provoke Series — Bold, raw, rebellious.

2. Conscious Series — Sustainable, mindful, grounded.

3. Playful Edge Series — Electric, youthful, creative.

Each line expresses a facet of the same woman — the activist, the nurturer, the disruptor.