For this project, I focused on repositioning CAPiTA Snowboards to appeal to fashion-conscious women. These handcrafted snowboards, made in Austria using clean energy at The MotherShip™, are celebrated for their exceptional performance and striking visual appeal. The strategy was to position the boards as both a high-performing piece of equipment and a fashionable accessory, transforming them into a style statement that encourages more women to embrace snowboarding. Through this approach, I aimed to blend function with fashion, making snowboarding more accessible and appealing to this target audience.