Creative-Director-Spring-Break-Jake-Smokin-Snowboards-Riding.jpg

THE WORK

Establish and evolve the graphic story for each board in the line year-over-year as well as refine then maintain the overall brand direction.

Over the course of 4 seasons with Smokin Snowboards, I owned the full creative concept for each board in the line.

Working off of the riding profile (big mountain, park, all-mountain, etc.) and target consumer characteristics, I translated traits into a distinct visual language for every model, from initial mood boards through final graphics.

The owner had final sign-off each season, and when he pushed back on a direction, I'd either take the concept somewhere new or make the case for why a choice fit the board's riding personality. Sometimes it meant a revision, sometimes it meant defending the work until it clicked.

MY ROLES

Creative Director
Layout/Graphic Designer
Illustrator

COLLABORATORS

Smokin’s Owner/Founder
Smokin Team Riders
Various artists/photographers

OUTCOMES

Four standout seasons
Numerous artist collaborations

The Jetson and Judy are the definition of futuristic freestyle and needed a visual story to match. When I took over the line, I gave the graphics a more mature, sci-fi edge to match the way they really do handle any conditions on the mountain with true twin performance.

OTHER SEASON’S CONCEPTS

The Superpark was a favorite for buyers and team riders alike. When not collaborating with photographer Paul Bundy on this graphic, I carried the gritty aesthetic from season to season with many hand drawn elements overlaid with textured photos and halftone techniques.

OTHER SEASON’S ITERATIONS

The Pillow Monster board took a different kind of ownership. I created and evolved an illustrated character each season, giving it a life that extended beyond a single graphic into an ongoing visual identity across multiple product cycles.

The Pillow Monster Evolution

OTHER SEASON’S CONCEPTS

UNRELEASED

The Awesym and Fawesym asymmetrical models were a recurring technical challenge. As Smokin's most technologically advanced boards, the graphics needed to mirror perfectly across the board's center line to while still feeling premium enough to match the tech underneath.

OTHER SEASON’S CONCEPTS

The Hooligan and PYT are the most playful pair in the pack and required a different illustration-forward approach to capture their park hungry spirit.

Illustrations by Midnight Grim