Industry News
Professional Ski Instructors of Canada (‘PSIC’) commissioned Kim Kay, author and illustrator of “Ski A to Z – Illustrated Introduction to Skiing,” to create bespoke ski art for their new eLearning program. PSIC offers a new system of training, education and certification to the ski industry and instructor community in Canada. A direct relationship and partnership with ski schools will drive a curriculum that specifically caters to current and future ski school and industry demands. Principles of excellence, inclusivity and respect will provide a superior learning environment to aspirational and ski teaching professionals.
After seeing the Ski A to Z ebook Mark Sedgwick, President of the PSIC, commissioned Kim to create a series of ski themed drawings to convey the connections between ski instructors and their clients. Tasked with representing skiers embarking on new skiing experiences, Kim (who works as the brand Inspire by Kim) developed concept drawings of ski experiences that would accompany voice over messages for the new eLearning program.
“Our ultimate goal is to provide guests with unforgettable memories of their mountain ski experiences and cultivate passionate skiing enthusiasts. We wanted eye catching art for the project, which would convey the all-important first connections between client and instructor. These connections are the foundation of the learning relationship, they build trust which is key to the client’s enjoyment. It’s not just about improving the technique of the skier; it’s about creating memories, bonds, and deep connections to the mountains. This perspective aligns with the ski industry’s mandate and sets the tone for everything we do.”
— Mark Sedgwick, PSIC
Kay said she was delighted to be commissioned and after initial concepts and sketches were refined, 15 new artworks were developed for the PSIC. The brief required a line drawn style, which was quite different from the artist’s colourful painted technique. Kay said she enjoyed the challenge of using purely line drawings to convey the emotion and instructor/client connections. She elaborated. “I’m keen to help people have positive experiences when first embarking on skiing so this work with the PSIC feels like a great fit. I enjoy seeing the art recreated on the screen in the time-lapse hand drawn effect; when paired with the beautifully written voice over. It is engaging, emotive and endearing to watch.”
Mark Sedgwick said the PSCI was delighted with the outcome and love the art Kay had created to a very tight deadline. “We are at a key stage in the foundation of our organisation and communicating these core values is fundamental to our foundation of delivering best in class instructor training. We enjoyed working with Kim, she pulls on a wealth of ski experiences to represent the joy of skiing, which is what we want PSIC instructors’ clients to experience.”
“Kim’s book Ski A to Z is intended to make it easier for new people, who may not know anyone involved in the sport, to try the sport. The information and illustrations can help people to know what to expect and to feel more confident to arrange a trip to try skiing. This work is important and fits with our ethos of helping more people to experience snowsports, making it more inclusive.”
