Confection of concept, image and key visuals for one of the most renowned schools in the country
Enfatizing work and healthy competition
Forming not only good skateboarders that can measure their learning through interaction and value creation but also appreciating community building and the formation of good citizens that take knowledge beyond the borders of their training facilities.
logo:
Aiming to keep the same identity across all Hi Adventure efforts I decided to use a similar writing style for the “Skate School” as well as import the iconic coping from the red skatepark at the hotel, using it across different parts of the branding.
An idea that would create familiarity and pride for little kids to the old school.
Creating a boy-scout-like system of badges:
The badges take place as stickers and fridge magnets, creating progress tracking and pride recognizable to students and their families, making it fun for everyone while creating a system where students would be rewarded for every trick they learn during classes. Englobing three different levels of the same trick encouraging them to always get better and create an internal battle for the next badge.
DECKS
“With the desire to form not only good skateboarders but good citizens.”
Having an environment that revolves around surfing, skateboarding, and other sports that value respect and discipline, when creating skateboarding decks, I wanted to depict the trajectory of becoming proficient. Jiu-Jitsu came to mind as it hones all of these values in a step-by-step mentality.
Belts followed the levelling of the martial art system and were given as part of a ceremony of the following sucessive levels:
white - orange - green - blue - purple - black
The ceremony involved celebration in classes and teaching students how to take their board apart, stick the sticker and set it back up again. Easily signalizing ranking of students and giving one more thing for them to be proud and excited about.
MASCOTS:
Xicrinha
Basing them on olympic mascots, the first one Xicrinha, was supposed to be a friendly genderless character that helped communicate important messages and celebrate student progress, especially integrating whatsapp messaging and social media reposting through stickers.
The second character was “Véio”, appealing to the old school audience it aimed to achieve the same communication while making it more relatable to different students. It used a Prive t-shirt, company owned by Florianopolis legend Pedro Barros and was supposed to bring humor to the communication - explored by the mature/noob relation of older skaters trying to have fun.
Véio
Inspired by feminine hero, Yndiara, the third character “Indy” is supposed to represent women and their decisive stake in contemporary skateboarding. Something for little girls to relate and look up to.
Indy
Going off the grommet culture (beginners) the “annoying” kid asking questions, bugging the older skaters was englobed by Fraldinha. Based on Senninha and Turma da Monica it served as a communication asset to reach younger audiences.
Fraldinha
Creating the class of Hi Adventure. Modernizing communication and serving as an important factor for signalization and interaction. Everyone relates and loves them.
STICKERS:
Familiar ideas and habitual things present in the Hi-Adventure lifestyle.
Using recurring symbols in Hi-Adventure like the bat, I wanted to create assets that represent the edginess but also the process of being a child or adult in the environment of Rio Tavares.
PRINTED ASSETS
Thinking about phydigital integration, I noticed there was no signalization physically in the hotel or store advertising classes. The choice to include a QR Code linking to a page with all Hi Adventure resources included registration for classes, hotel booking, restaurant orders, etc. The unfold format was a smart way to make people curious and interact with the paper, taking inspiration from old Mad Magazines and showing the Hi Adventure iconic bowl inside.
INFORMATIVE COMICS:
how to set up bearings
tips to follow at the park
how to classify to the olympics
CLASSES:
CALENDAR:
BEGINNER’S GUIDE:
Contains guides for all skateboarding related equipment; instructive games; a guide to a local skatepark in Florianopolis (with tips on skatepark etiquette); and a map of the island with all skateparks.
