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Design Category
Promotional design and advertising, 1996
Design firm
Initio (Minneapolis, Minnesota)
Collection
(1997) Communication Graphics: 18
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The intended audience for this poster is existing and potential inline skaters. Strategically this poster was meant to convey the essence of the K2 Skate brand at the point of sale and communicate the inherent comfort feature in its product.
We used the same scale and message for the poster as we did for the advertisement. For the inline skate purchaser who has constantly suffered from painful skating experiences, the message is that skating on K2 skates is a positive experience. Graphically, this piece uses varying size and smaller pieces of copy/graphics in communicating multiple messages that add up to the complete picture.