Rossignol Women's Skis 2010

Rossignol needs little introduction having been an industry pioneer since 1907, making 'em the epitome of a heritage brand. But just in case you do need to be brought up to speed, they are your pure mountain company; authentic, progressive and embodying a passionate commitment to the thrill the mountain promises to bring.

With such a long history spanning several continents, it's no surprise after 100 years of coming up with ski graphics that they may find themselves in a bit of a visual rut now and then. Last season they found themselves to be losing their direction for several key women's lines. Wanting to get a fresh perspective outside of their in-house teams, they approached us, asking if we'd be interested in taking on not only a graphic reinvention challenge, but one that was already behind schedule. We would have only two weeks to pull it all off, starting from conceptual to refinement to final production file hand-off. Um yeah. A two month project condensed, all right!

Well, here at DOE, we live for a challenge and an opportunity to shake things up. After getting the low-down on the rider profiles and clearing our calendars for an unexpected whirl-wind trip to the creative alps, we jumped on our mouse pads & raced to the deadline as if Lynsey Dyer was racing us to the bottom of the mountain, hot on our heels.

We pulled off a few big air moves on the way down and in the end had both the France and North American offices stoked on the designs we provided for each of the various rider profiles. Here's to reinvention going slopestyle!