After our shop named Crystal’s new Mountain Commons base lodge, we launched into a year-long creative and collaborative odyssey to tell its story to the resort’s ski community. We developed a playbook and campaign, driven visually by Voicebox Art Directors John Ide and Erica Kutz, which brought to life the lodge’s significance, including through campaign arcs, marketing ideas, information signage, social posts and future activations that reinforced it as the people’s vibrant space.
Infusing the brand identity throughout the lodge, our team ideated space activations, such as an outside DJ and a Legends Walk of Fame, bringing energy to the forthcoming mountain view plaza. The full team also put forward spirited, on-brand names for the internal businesses, including the Bootpack Bar, achieving an all-time life goal—naming a ski resort bar.
