Branding – A new online shop which sells gear for board sports lovers. is a webshop which specialises in selling equipment and accessories for all kinds of boardsports, working with the market’s most popular skateboard, longboard, snowboard and surf brands.



Colour palette

The Boardstock brand comprises four main selling channels: longboarding, skateboarding, snowboarding and surfing. Each channel has its unique target audience along with a distinctive colour. Ultimately, the Boardstock colour palette represents each of these channels through five hues and their corresponding shades and tints.

The primary colour palette comprises of «blue violet» and «Russian black» colours. The Boardstock logo and main brand elements use this primary palette.

The secondary palette, comprising «supernova yellow», «radical red» and «blue tints», is used for Boardstock’s specific branding elements. An example is all the elements used throughout Boardstock’s UIs and the different selling channels.



The skateboarding target audience is primarily comprised of 15-year-old males. This sport is associated with adrenaline and is more aggressive than its longboarding variant. The skateboard curves upwards on both ends so it’s easier to perform tricks. Colour: «radical red», a hue that reflects energy, passion and fearlessness.




Longboard clearly differentiates itself from skateboarding as it’s aimed at a much older crowd, mostly males under 30. The board is larger and the wheels are softer and bigger. This makes it a sport easier to practise as the board characteristics guarantee an improved balance. The wheels also make it possible to reach higher speeds than the skateboard, making longboard a more suitable option if you wish to travel longer distances. Colour: «supernova yellow», a colour which is associated with confidence and challenge.




The surf’s target audience is older, standing at an average of 34-year-old males. An older audience is usually linked to higher education and income than youngsters. Colour: «blue violet». Violet is a colour which is a synonym for prestigious, imagination and sophistication.




The last selling channel is snowboarding; its target audience characteristics are extremely similar to the average surfer. The major difference is, of course, that prefer a good adventure in chilly mountains. Colour: «blue», a cold hue.










The Boardstock store was designed taking into consideration the importance of the visual elements for these types of products and a “mobile-first” approach. This is the reason the site’s navigation is mobile-friendly and flooded with oversized elements.



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