Shreddy Betty
Cannon Mountain’s Annual Women’s Ski and Ride Event
Brand Design
Art Direction
Graphic Design
Brand Design Art Direction Graphic Design
Shreddy Betty The Mountains Belong to Everyone
CHALLENGE
To combat their reputation as a male-dominated mountain, Cannon introduced Shreddy Betty in 2025: a Women’s Day event ensures that the mountain is welcome to all, and celebrates female athletes. How do we brand a unique event that supplements the existing brand identity?
APPROACH
The brand system built for Shreddy Betty leverages the grit and intensity already owned by Cannon, and is bolstered by feminist influence from the Guerilla Girls. Shreddy Betty’s visual identity spotlights female athletes with texture, bold copy, and authentic action.
INPUT
Brand Design
Art Direction
Graphic Design
OUTPUT
A robust brand system and visual identity that integrates with Cannon’s parent brand identity. The system is extended across a guidebook, physical touchpoints, and social media.
