Build the look of an iconic event
Creating the event branding for the iconic LAAXOPEN Snowboard World Cup was a special honor. Beyond design, it fulfilled my vision of unifying sponsor logos in a single color.
Reading time about 4 min.
Project start: October 2015
Timeline: 4 months
Contract: Freelance 423
Client: LAAX mountains and MTC Move the crowd as Communication Agency
Services: Scenic Design, 3D visualizations of event locations, trophy design, Graphic Design, Typography, DTP, 3D-Modeling and Animation, Video-Compositing
Products: Oversize-, Offset-, Screen- and Digital-Printings, TV Broadcast
The Challenge
Bold and Unforgettable.
The mission was clear: capture the thrill and energy of this next-level snowboard event in a striking visual identity. It was crucial to align all stakeholders on the vision and style. With a tight timeline and a fixed event date, the challenge was to create a bold and lasting design that left its mark.
The Result
Style That Stands Out.
The LAAXOPEN Snowboard World Cup began as a small event but has become globally recognized, and the style is everlasting. It’s a stage where athletes push boundaries and showcase their skills. As a designer, I found the journey of transforming Oliver Fennel's (ROD) key visual into a cohesive event experience exciting and rewarding.
My Role in the Project
Creative All-Rounder
As the sole freelance designer, I took on the creative leadership for the entire LAAXOPEN event. My responsibilities included:
- Communication Materials: Designing and producing everything from posters and bibs to the rocky trophy–around 120 positions.
- Stakeholder Management: Coordinating with stakeholders and print partners to ensure smooth execution.
- Live TV Content: Conceptualizing and creating video clips for event commentary. These introduce the venue, explain obstacles, and highlight the crazy action.
From the first sketch to the final delivery, I ensured every element worked together seamlessly to bring the event to life and fueled my passion to be part.
Team: Donald Nader (MTC), Andrina Schneeberger (PM), Andi Aniser (Production)
Tools: Illustrator, InDesign, Photoshop, Premiere, After Effects, Cinema 4D, Google Workspace
In Short: The Design Process
Smart and Goal-Oriented
While some upfront work was essential to set the foundation, the offering phase clarified timelines, budgets, and project scope. The design process was structured and efficient, clearly focusing on achieving the project goals and strict deadlines.
Adopt the Style
Going for Good
Oli did an excellent job providing the key visuals and logos. The benchmark was high, which was also motivating to adopt the visual language to venu and materials.
Early Decisions
Shaping the Vision
To align everyone around a shared vision, I created 3D renderings of the venue to make ideas tangible and easy to understand. As I was tasked with creating 3D animations for SRF's live commentary, this approach seamlessly supported the design decisions and development process.
Approaching in the right way
Research and Observations
Having created and supervised events like the SB-JAM Davos, the Bluewin Flysession, and numerous ISF World Cups, I gained deep insights into building events of this scale. We synthesized our observations to shape our approach.
Key insights that shaped our approach:
- A memorable event connects the audience, venue, and athletes seamlessly.
- The snowboard community values unity and aesthetics.
- Media coverage drops when event materials lack style and cohesion.
- Visitors often overlook sponsor branding or misattribute it entirely.
Sustainability mattered, too:
- Eco-friendly materials & production
- Reusable event assets for long-term use
- Minimizing transport, assembly & storage impact
A clear vision, clever design, and conscious choices—this was the foundation.
Back to the roots
Black is the new White.
To make the event truly stand out, we needed a design that was bold, memorable, and deeply tied to the spirit of snowboarding. Instead of the typical explosion of colorful sponsor logos, we chose a different path—one that would make a powerful statement.
Black became our bold foundation, cutting through the winter landscape like a shadow against the snow. It gave the event a strong, unmistakable identity. Red was the perfect accent, symbolizing passion, intensity, and the raw, heartfelt soul of snowboarding.
Finally, white sponsor logos were integrated seamlessly, representing unity and commitment while keeping the overall aesthetic clean and harmonious.
This wasn’t just a design—it was a statement. A declaration of what snowboarding stands for: power, passion, and connection.
For me, this marked a new chapter in event branding—a bold step forward that felt like a union of creativity and purpose. Hell yeah.
Some impressions
1st LAAXOPEN 2016
Production
How to handle
With 240 positions, 4 production methods, and 3 producers (including takeovers), keeping everything on track was critical. Each production phase had strict timelines, and despite my naturally chaotic tendencies, I was glad I had set up a structured folder system and a database from the start. This kept specs, versions, and content organized—making it all manageable.
But let’s be real—I couldn’t have done it without Andrina and Andi, who had my back when I needed clarity or quality control. Their support was invaluable.
A small preview of the deliveries
TV commentary animation
Challenge accepted
Venturing into 3D venue modeling—like Grap Sant Joing—was a first for me. Tight deadlines, high precision, and pure focus were key. My machine struggled, hitting render times of days, but I found a way to deliver good-quality animations.
Late at night, flying the virtual camera over the course, I was back, shaping real obstacles as in the past, reliving those moments. The process didn’t just challenge me—it reignited my passion.
What the project taught me
The tighter your deadlines and the more challenging your project, the better you must organize yourself.
Managing many stakeholders with personal goals and interests is challenging, especially in events where you have sponsored, partnered with, or associated with partners, resorts, or associations.
What I learned
- Gather project information early and create efficient folder structures with innovative management tools to stay organized.
- Present tangible materials and concepts to decision-makers to foster a shared vision and accelerate project development.
- Maintain close collaboration with stakeholders to understand all project requirements clearly.
What I would do differently
- Even though we worked in shared production lists in Google, we encountered issues several times due to many adoptions and extensions. Creating a streamlined management system and communication channels could help prevent this.
- While I'm passionate about creating 3D animations, I sometimes get caught up in learning and experimenting instead of focusing on core demands. Better task focus would help reduce overtime and the frustration of not achieving desired results.
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