Crystal Mountain
  • Ski School Rebrand

    Strategy
    Creative
    Voice
    Identity
    Copy

    For many in our community, ski school is old school. As both ski culture and continuing education have evolved rapidly into the modern era, the way we learn to ski has not always kept pace. On the verge of the 2020 season, Crystal launched into an ambitious rebrand for their ski school lesson and clinic programs to increase engagement and revenue with their shifting skier and snowboarder demographics. Their objectives were ambitious and their desire was to root the rebrand in the resort’s Feel Different Here identity that Voicebox developed in the 2019 calendar year.

    Crystal enlisted Voicebox again to turn a dense creative brief and comprehensive strategic plan into a creative presentation and digestible product segmentation to pitch the lesson program. Working with internal stakeholders, we developed new terminology, crafted descriptive ecommerce copy for each stage of the new progression and wrapped it all up with targeted, engaging descriptions for elements from their freeride program and group lessons to their big launch into Terrain Based Learning. The final flourish was working with their internal digital marketing department to improve UX flow, SEO rank and ease sign up therefore increasing on-site conversion and through their associated promotional email campaigns that leveraged the same work.

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