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Design Category
Promotional design and advertising, 1993
Design firm
Jager Di Paola Kemp Design (Burlington, Vermont)
Collection
(1996) A Decade of Sports Graphics
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When this catalogue was designed, snowboarding was an emerging sport that needed to make the leap from its underground roots to a legitimate enterprise. The Burton "science book" concept, developed in a year of technical advances, was conceived to explain new products with an irreverent, sardonic humor characteristic of snowboarders. The designers dug out their high school biology textbooks to formulate the "correct amount of slime." The brochure's clear organization sold Burton technology and captured the sport's raw energy, launching a much-copied trend of theme-oriented collateral in the snowboarding market.