We couldn’t have been more honored when, after three seasons of defining creative work for the brand, Crystal’s VP of sales and marketing, the late and extremely accomplished Adam Sutner, selected Voicebox to name the resort’s new base lodge and generate a full-fledged campaign playbook to bring its story and significance to their ski community.
To strike naming gold, we went into deep discovery using our intimate knowledge of the Crystal brand identity we’d created, as well as our understanding of the PNW ski resort market, having worked with nearly every local resort. We developed four potential naming directions, wrapping each one in a high-level creative framework that told a larger story of the lodge’s meaning in the context of the current state of the ski community in the Pacific Northwest.
The final name became the Mountain Commons, a tie to the radical concept in 1970s architectural design—the idea that this was the people’s lodge. A perfect encapsulation of Crystal’s brand and thinking, the name led Crystal President Frank DeBerry to proudly express during our reveal to stakeholders of Crystal’s senior team: “This has made me think about the lodge in an entirely different way.”
