Stockholm’s Ski- & Snowboard School / Part of Friluftsfrämjandet

Where City Meets Slope: A Brand Identity for Stockholm’s Local Ski School

Stockholms Ski- & Snowboards School, a local ski school and proud part of Friluftsfrämjandet, needed a standalone visual identity that would reflect its unique urban-outdoor context—while still staying visually connected to the national brand.

I developed a new logotype, graphic identity, illustrations, and brand guidelines tailored for this sub-brand.

My role

Art direction
Visual identity
Graphic design

Collage of people skiing and snowboarding on a snowy mountain and in urban snow areas, with a central blue section displaying the Stockholm Skid- & Snowboardsskola logo and text, and the phrase 'Välkommen till'.

The logo was designed to clearly communicate the closeness between Stockholm’s city center and the nearby slopes—highlighting the accessibility of nature and sport within the urban landscape. I retained Friluftsfrämjandet’s core color palette and typographic style to ensure brand consistency, while layering in playful, youth-friendly illustration elements to appeal to families and young skiers.

The result is an identity system that supports both individuality and cohesion—perfect for a modern ski school grounded in heritage, community, and local pride.

Blending urban proximity with outdoor adventure in a visual identity aligned with Friluftsfrämjandet’s core brand.

Promotional poster for a skiing and snowboarding school event, featuring images of snow and skiers, colorful branding elements, jackets, promotional flags, and badges with snowboarding graphics.