A non-skateboard identity for April Skateboards

Background

After leaving Primitive, Shane O´Neill gathered some of the worlds best skateboarders and started his own company, April Skateboards. The brand wanted to do something else and approach the game from a new perspective. Inspired by the name, we wanted to create something that didn't look like every other skateboard brand — but still fit in.

Insight / idea

The negative space silhouette with elegant features, and the overall minimalistic and clean tyopography — became the primary visual constant of the brand. A stylistic choice to futher position the brand as something else within the otherwise loud world of skateboarding. A clean and simple foundation that would enable a diverse ecosystem of visuals where deck design, video and fashion would coincide and create variations of look and feel. Together with Patrick Savile the brand was launched with five retro futuristic decks, a social media campaign and the pro video of Yuto Horigome together with Nike SB and Thrasher Mag.

Project details

Art direction
Visual identity
Social media

Photography & video
April & Nike SB