Primetime N°5

All fun, all the time! That’s the guarantee from the Elan Primetime N°5 ski. We approached this project with one goal: to highlight the game-changing technology from Elan in a way that ANYONE can understand. Primetime’s unique selling point is its asymmetric ergonomics—a thinner outer edge and a thicker inner edge. This distinctive design enhances cornering (regardless of your experience level!), with the outer ‘rocker’ gliding smoothly and the inner ‘camber’ providing powerful carving. It’s great for leaning into curves and preparing for upcoming switches, making skiing fun and carefree for all.

We carried this philosophy into the design of the skis. They are split down the center with an asymmetrical design, using a clever combination of glossy and matte varnish to distinguish the right from the left. Softer, lighter graphics adorn the outer edge, while bolder graphics are used on the inner edge, with a streak of bright color on the former edge—signaling that THIS is the party edge.

However, designing an asymmetrical product requires careful balancing to avoid an unsatisfying or odd-looking final result. To address this, we ensured that both sides of the ski were balanced, with a transition line that is subtle yet definitive. The ski practically begs you to come and play.

This was a major release for Elan, pushing the technology into the public eye. To accompany the ski, we designed a Primetime icon for use on various touchpoints. It features a simplified clock dial framing the piste, representing the hours of fun you’ll have with Elan. Originally named ‘Amphibio,’ the new Primetime name embodies Elan’s brand promise of “Always Good Times.” It’s catchy and memorable, making it perfect for the sales floor when customers ask, “I want to have a great time! What’ve you got?” The answer? Primetime.