Faction

As an important part of the brief, Faction wanted to ensure that we didn't veer too far from the brand's roots. After a thorough look at the history of the logo and pillars of the brand, we developed a comprehensive logo and typographic system update that stayed close to evolution rather than revolution. All rules were defined and set out in a new brand manual that ensured consistency from here on out.

One major challenge for ski brands is the battle between brand recognition and freshness of artwork. Like museums, skis require both seasonal variance as well as brand constants that allow fans to recognise and support the brands. To help solve this problem, MASTER developed a design system for all Faction skis that was bold enough to allow year-on-year consistency with branded elements, but also minimal and flexible enough to allowed art to take the lead when necessary.

The first instance of the new brand identity system in use was the 19/20 sales catalogue. MASTER art directed and designed the books as well as shot all softgoods. As this book first look into the brand update, we also changed the format and nearly doubled the page count from previous years.. The result was a much less crowded, more premium look and feel.

In an effort to ensure that all assets created were inline with the brand's new position, we also helped Faction update and upgrade the art direction for e-commerce across all categories. Each product category was developed and a comprehensive set of photographic guidelines were created to ensure consistency season on season.