Within the snowboarding industry, there has been a rapid shift towards bright, grungy, and funky graphics. However, little of that style has anything to do with the roots of snowboarding itself. This has been caused by the rapid growth in sponsorship and customer participation, yet this growth has overshadowed what snowboarders originally set out to do.
With this in mind, a new approach was taken by creating a new sub-brand for Gnu Snowboards. A new graphic style was created to bring emphasis to the core of the sport. This style was found by tapping into the zen-like feelings riders experience during snowboarding. Those emotions, along with a feeling of immersion, were harnessed and transferred into a physical environment through the strategic use of organization, photography, text, and color.