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STIR-FRY 2025
SOY SAUCE NATION
EVENT DESIGN
ACTIVATION
APPAREL DESIGN
DIGITAL EXPERIENCE
THE ASK
Soy Sauce Nation is a community created for underrepresented people and groups by highlighting them through media, events, and partnerships that believe in diversity, equity, and inclusion. Snowboarders are brought together to celebrate differences and create connections in an annual event called Stir-Fry.
APPROACH
The 2025 Stir-Fry event was designed with the passion for snowboarding at the forefront. By marketing the pre-event materials with a refreshed branding system and emphasis on the younger community, the event boasted the most participants in the history of Soy Sauce Nation. The experience didn't stop on social media; Once new and returning participants arrived, they were greeted with a system that culminated the event through merch, apparel and on-hill signage. It was key to create an environment that embodied Soy Sauce Nation and a sense of belonging and exclusivity for the asian snowboarding community.
YEAR OF THE SNAKE
The 2025 Stir-Fry event branding revolved around the snake, the Chinese zodiac sign for the year. A bold red, black and off-white palette carried a powerful and fresh appeal throughout the event marketing.
BRANDED MATERIALS
From custom embroidered crewnecks, hot pads, to faux soy sauce packet stickers, this year's branding made its way into all the goodies for the 100+ participants.
A FOUR COURSE MEAL
We worked with the park team at Woodward Boreal to combine this year's course with our love for food. Each section of the course was named and designed after various traditional asian dishes to create an unforgettable, one-of-a-kind on-hill experience.
SKULLCANDY X
SOY SAUCE NATION
PHOTO CREDITS: Mirae Campbell , Luke Tokunaga
LET'S CONNECT ➤
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