Concept & Visual Identity

In this experimental project for ZAI & Saint Laurent, we explored the intersection of high fashion and mechanical precision. The visual identity is built around the image of a helicopter: its rotating blades serve as a metaphor for the steel edges of the skis, focusing attention on their extreme sharpness. We deliberately moved away from traditional sports imagery in favor of a cold minimalism, where premium gear is perceived as a high-precision instrument engineered for extreme landscapes.