Shred Betties is a non profit syndicate who assist in the promtion and sponsorship of talented young women in the snow sports industry. Although snowboarding and skiing are enjoyed by all genders, historically women have been discriminated against in this industry.
Fewer women receive sponsorship from professional companies, their achievements often go without similar promotion or recognition, and competition earning are FAR less than what is earned by men. Although times are changing and women are standing ground to receive equal recognition in all aspects of American society, there are still glaring inequalities in the snow sports industry.
Shred Betties is here to help women combat this injustice by providing women with a promotional platform to assist them in their snowboarding career.
Above: A Postcard Mailer for Shred Betties Magazine featuring a sponsored rider.
The term "Snow Bunny" refers to a woman who enjoys looking good on the snow, and truly does not exhibit any athletic talent. This reference has also become associated with women who enjoy snowsports. While male snowsport enthusiasts are labeled as "shredders", women often did not receive the same type of recognition. Shred Betties wanted to reclaim and reassociate the term to empower female riders.
The name Shred Betties plays on this stereotype and turns it on its head, utilizing the empowering word "Shred" to establish that the women can "get after it" just as hard as the men. The women Shred Betties represent are the next big stars in the snow industry. And they want to see them succeed.
Above: Former website design for www.ShredBetties.com
As former Art Director of Shred Betties, I created a number of promotional materials to assist in the promotion of our brand and the promotion of our sponsored riders. For Shred Betties I created a brand identity package & rule book, website design, annual reports, posters, stickers, fliers and much more.
The graphic logo was created by a predecessor, Phae Emert, and I adored the playful take on the skull and crossbones. I paired this with a typeface which was equally powerful and playful, Triplex - Extra Bold. (See below.) Triplex is a typeface created by world renowned female typographer Zuzana Licko, founder of Emigre Graphics. Zuzana is a pioneer in the typeface world, and one of the first internationally recognized female typographers, so I found it suiting to utilize one of her typefaces to represent Shred Betties.
Photo credit: Karim Hadid
The color palette that we chose for Shred Betties was just as bold and adventurous as our riders. We stuck to bright and highly visible colors such as magenta, cyan, and royal purple to represent our brand. The color choices were bold, beautiful, vibrant and eye catching.
Strong photographs, created through tireless hours of photoshoots by our talented riders and photography staff, became the crux of the visuals for the Shred Betties marketing campaign. The riders were talented, the photographs were artfully curated, and the pictures stook for themselves.
To this day, Shred Betties continues their legacy of the promotion of female riders throughout the world. The project is spearheaded by Kelly Vance and Diana Scandria, two avid and industrious female snowboarders who have single handedly helped hundreds of women world-wide in the snowsports industry.