Bobby Brown: The Way(s)

Context
Bobby Brown is one of the most decorated freeskiers of his generation. The Denver native was the first skier to win two gold medals at the same Winter X Games, landing a perfect 100 in Big Air, and he skied for the U.S. team at freeskiing’s Olympic debut in Sochi. Then an injury ahead of the 2018 Winter Games in South Korea changed everything. The Way(s) follows what came next: the long road back to skiing and a deliberate step away from competition to build his own path in the sport. Bobby and his Bob Culture team had the story. What they needed was a brand that could carry two narratives at once, recovery and reinvention, without losing either.

Approach
Bobby Brown and Bob Culture brought in Bartlett Creative to build the brand behind the film. The core idea was a split custom logotype: one mark, two halves, weaving the story of injury and recovery together with the story of finding a new place in the skiing world. A color palette pulled from nature grounds the identity in the mountains where the story lives. Hand-drawn illustration, inspired by Bobby’s own artwork, keeps it personal and unmistakably his. From there, the system scaled into the art direction for the video series and every touchpoint around the release, so the brand felt as raw and human as the film itself.