The Project Scope:

Our goal in this project was to create a unique collection of locally printed & designed apparel for SkiBig3’s retail shop, that would stand out amongst the myriad of souvenir & outdoor shops on Banff Avenue, offering visitors a more meaningful, wearable connection to the destination. We set out to build collections that were playful, expressive, and rooted in the outdoorsy spirit of the brand, while remaining versatile enough to appeal to more than just skiers and snowboarders.

The first collection launched in Summer 2022 and was built entirely from my own illustrations, inspired by iconic views across all three SkiBig3 resorts and the landscapes of Banff National Park. It sold out within its first week and quickly proved that there was demand for merchandise that felt elevated, authentic, and art-driven.

Since then, the program has expanded into four additional limited-edition collections, each guided by a unique creative concept and visual narrative. Notable drops include:

• Never Miss a Sunset — a vintage collage–inspired series of tees, postcards, and Nalgene bottles capturing the relatable feeling of living for summer, and wasting no time at golden hour to enjoy the dreamy, pastel sunsets that define the Canadian Rockies.

• Water the Seeds, Flowers will Bloom — a collection inspired by the wildflowers of Banff National Park, leave no trace principles, and the textures of cyanotype printing, blending hand-crafted illustration with organic design motifs.

Each collection is designed and produced locally, and has since grown to collaborate with emerging artists who I mentor through the creative process to ensure cohesion with SkiBig3’s brand tone and visual identity.

Together, these merch drops have grown into a signature brand experience for SkiBig3 — generating over +600% YOY in sales, becoming one of the most-loved retail offerings in the destination, and evolving into a program that continues to blend storytelling, local artistry, and design-forward apparel.