A resort-wide brand refresh
Challenge
Aspen is both a destination and a globally renowned brand. It encompasses Aspen Snowmass and its four mountains, a lifestyle brand, two hospitality brands, and a variety of restaurants. They needed a comprehensive rebrand that would bring together every touchpoint in their portfolio.
Approach
Our goal was to bring harmony to a brand that felt fragmented, crafting a cohesive experience across Aspen. We carefully considered its rich history and creative culture, both integral to its identity. Aspen is a place like no other—iconic, distinctive, and renowned, our aim was to capture that essence.
Solution
We designed an identity that pays homage to heritage with a style that feels uniquely Aspen. The visual language blends elegance with a sporty edge, reflecting the brand's refined yet modern character. This identity not only sets the brand apart from competitors but also offers the flexibility to achieve its diverse goals.
Alongside this, we developed a versatile design system that seamlessly adapts across all touchpoints, from on-mountain signage to lifestyle campaigns.
Updating an Icon
Over the last 75 years Aspen has become one of the most iconic and progressive resorts in the world. The new mark honors the past at the same time as setting the brand up for the future.
Getting around
We were tasked with transforming way-finding throughout Aspen. Creating clear hierarchy and cohesion throughout the resorts many mountains and amenities.
Creating a global
lifestyle brand
We helped create AspenX, an aspirational luxury brand that collaborates with partners such as Prada, Aether and Rapha to create unique products and experiences. more to come soon!
