Copyright © 2022 All rights reserved by Manon Wilkins
Client Name
VEX
Project Types
Brand Concept
VEX Brand Concept
VEX is a cultural movement in snowboarding led by women who ride, create, and provoke change. What if a brand could speak up about the issues affecting snowboarding not just through products, but through culture itself — activism, creative stunts, and protest energy as loud as the problem?
What makes this concept different isn’t just sustainability. It’s the intersection of culture and purpose — a women-led space built to move the sport forward.
Brand Mission
VEX exists to build a collective of women who ride, create, and lead — designing sustainable gear for those who provoke change.
Brand Archetype
VEX is the Conscious Rebel — a brand that challenges norms while protecting people, community, and the planet.
Logo Concept
The VEX logo uses raw, hand-painted brush lettering to embody rebellious energy and authenticity—capturing the spirit of bold, unapologetic women who challenge norms and provoke change.
Visual Direction
A rebellious blend of snowboard culture, protest art, and women-led empowerment that feels loud, confident, and unapologetic. Visual storytelling mixes activism, surreal moments, and graphic statements to turn environmental urgency into a cultural movement.
Colors & Fonts
The color palette mixes bold pinks, purples, and fiery orange against black and neutral tones to balance protest energy with a grounded connection to the mountains. The typography pairs raw hand-painted brush lettering with strong, clean sans-serif type to contrast rebellious expression with confident clarity.
icons
The icon system uses simple, hand-drawn symbols to reinforce the brand’s raw, rebellious spirit while visually representing VEX’s core pillars—story, activism, consciousness, and collective power.
Photography Esthetic
Cinematic, high-contrast imagery of women riders in vast mountain landscapes, capturing powerful motion, raw snow textures, and moments of bold visual disruption.
Product lines
1. Provoke Series — Bold, raw, rebellious.
2. Playful Edge Series — Electric, youthful, creative.
3. Conscious Series — Sustainable, mindful, grounded.
Each line expresses a facet of the same woman — the activist, the nurturer, the disruptor.
Tone & Voice : Unapologetic style with purpose.
Pillar | Description | Example Tone |
|---|---|---|
Empowered | Direct, assertive, and fearless. The voice stands up, speaks out, and doesn’t shrink to be liked. | “We’re done shrinking to fit into anyone’s comfort zone.” |
Activist | Clear, bold statements about protecting winter and the mountains. The brand isn’t neutral — it takes a stand. | “Protect Winter.” / “Save Our Glaciers.” / “No snow = no snowboard.” |
Conscious | Aware of the impact on people and planet. Speaks honestly about responsibility and connection to the mountains. | “This board needs winter.” |
Collective | Built around community and women riding together. The tone invites others to join the movement. | “We ride together. We protect what we love.” |
Grounded | Real, raw language. Never corporate or preachy — it speaks like riders do. | “Gear that works as hard as you ride.” |
Playful Edge | A rebellious wink. The brand challenges norms with confidence and a little attitude. | “Less perfection. More power.” |
Merch
