Smite Brand Identity

THE ASK —

Smite approached us to launch its global brand and the brand system for it's first product, Mjölnir — a state of the art action sports camera mount for snowboarders that uses magnetic force for the most versatile placement, industry-leading motion stabilization for the absolute best photo & video content.

We created the strategy, visual identity, brand voice, packaging design, brand applications and product rendering art direction across two possible directions that answered the brief to merge ancient Norse mythology with innovation modern technology.

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WHAT WE DID & HIGHLIGHTS —

We based our identity system on a core brand ethos - a combination call to action and challenge: "Are you worthy to wield it?"

Our brand narrative reflected on the solitude and solace that snowboarding affords its adherents, heightening the dramatic landscape of mountains yet unridden and trails yet to be found, while tying into the problem that Smite's Mjölnir product solves — making sure that no matter how far off the grid or out of bounds you are, you'll always get the shot and the footage to prove that you were there.

"Fresh powder. Not a track in sight. You’ve seized the morning. Pushed off work, and family obligations, and those looming bills that need paying."

"But now, all of that melts away. It’s just you and the mountain. You and these tiny particles of precipitation that fell at just the right temperature, at just the right time. And it’s staying cold. The sun is barely strong enough to light your way, let alone start to destroy this bounty of freshness. Just you. And the mountain."