As uncertainty swirled about dining and drinking heading into the 20-21 winter, Crystal reached out to Voicebox to both communicate all the operational changes and to shine a light on the positive additions to the mountain roster—such as new outdoor dining options and a ski-up Tower 16 bar as well as mountain takeout and mobile ordering options. We once again synthesized all the info into a project creative brief, then tracked down the business unit owners during the swirl of the pre-season to gather the specifics of the stories that needed to be told.
We crafted re-branded copy for each of the nine on-mountain restaurants (including five brand new additions and three with completely re-themed menus) with a focus on the experience and character of each one. We leveraged an interview with Crystal executive chef Christian Adams to grasp the concepts, thinking and detail for each establishment then finalized the customer-facing pitch and messaging around each one. The result was a complete creative rebrand of their food and bev operation in the middle of very hectic pre-season.
