The Avalanche Sale is Ski Pro’s annual offload event, where last season’s snowboards, skis, and gear get cleared out fast. I was brought in to turn the chaotic energy of a pop-up garage sale into a fully branded experience. I created the name, logo, voice, and a completely illustrated site, the first site I ever designed without using a single photo (aside from the live IG feed).
Each sale happens over a single weekend in select cities, so I designed location-specific landing pages and matching embroidered city badges, which became limited-run giveaways for early arrivals. The brand has since expanded into multiple brick-and-mortar outlet stores, and the site keeps fans engaged all year long with reminders and merch. The project earned a Gold ADDY for Web Design and a Bronze for Logo Design, my first two awards and still two of my favorites.
Scope
- Brand identity
- Illustration style
- UX/UI design
Awards & Mentions
- Gold ADDY for Web Design
- Bronze for Logo Design
A Fresh Take on Vintage Ski Culture
The design strategy leaned heavily into vintage ski culture, pulling inspiration from 1950s and ’60s ski lodge posters and retro gear ads. Instead of modern photography or slick gradients, we went full illustration, giving the entire site a playful, nostalgic tone that still felt clean and modern. I intentionally avoided using pure white anywhere on the site, opting instead for warm, aged tones like soft tans and golden neutrals to create a subtle vintage feel. Every city-specific sale got its own custom badge, and what started as a design detail turned into a full-blown collectible. Shoppers now travel from state to state just to get their hands on the latest embroidered patch.
Colors & Material
Fresh Powder Blue
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Sunset Orange
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Aged White
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Logo
Home
Designed to Feel Alive
The Avalanche Sale site was built entirely with custom illustrations, no stock, no templates, just a fun, expressive experience designed to feel as energetic as the sale itself. This was the first fully illustrated site I’ve ever done, complete with movement, playful moments, and a visual tone that matched the brand’s voice: bold, fast, and not afraid to be weird.
Landing Pages
Built for Every City
Because the sale only happens on select weekends in different cities, I designed a flexible system of city-specific landing pages that each felt personalized and on-brand. These weren’t just event pages—they came with their own logos, messaging, and even embroidered patches handed out to early shoppers. The site keeps traffic warm all year, but when it’s sale season, each city gets its own digital spotlight.
Trail Markers and Takeaways
Powder to the People
The new brand didn’t just modernize a chaotic clearance event, it turned it into a destination. With a retro-inspired, all-illustration site and collectible city badges, the Avalanche Sale built a fanbase that now plans their year around the next drop. Shoppers aren’t just clicking, they’re road-tripping to chase patches and gear across state lines.
From One Weekend to Year-Round Hype
What began as a weekend-only clearance sale now has permanent brick-and-mortar locations and a full brand experience that runs year-round. The site acts as both hype machine and archive, keeping loyal customers connected between events. What used to be a blowout is now a brand with momentum.
“Taylor took what used to be a bunch of signs and folding tables and turned it into a full-blown brand experience. Our customers show up early, collect the patches, and talk about the sale like it's a concert tour. It’s been a game changer.”
Marketing TeamSki Pro