Wild Snowboards is a snowboard label founded by two-time Olympic champion and bronze medalist Vic Wild. As the creative director of Wild Snowboards, Alena Spencer (née Zavarzina) developed a comprehensive brand identity with Vic Wild as the starting point. Both as an athlete and as a person, he can be described as honest, grounded, and captivating, which further describes his approach to building Wild Snowboards. It’s a snowboard label by riders, for riders, with respect for craftsmanship, community, and the sport itself.
The visual identity draws from two sources: the raw, authentic energy of 1990s skate and snowboard culture, and the sleek futurism of 2001: A Space Odyssey. With snowboarding situated at the intersection of technology and nature, the identity aims to reflect both. The result is a design language that can be described as organic, futuristic, and slightly bionic.
Typography plays a central role in the identity system. The primary typeface, Hofmann by Nguyen Gobber, with its fluid, generative forms and wide range of glyph variations, allowed for a near-custom visual signature across brand applications. Andalé Mono by Steve Matteson serves as the secondary typeface, used for tickers, metadata, and supportive branding elements. For wordmarks and product communication, Suisse Int’l by Swiss Typefaces is in use, offering a clean, precise typographic balance.