Crystal Mountain
  • Know the Flow Playbook and Community Letter

    Messaging
    Copy
    Brand Identity

    Change was definitely in the air for the 2020 season, with every step of the skiing experience at Crystal Mountain needing to shift in big ways. From rental shop flow and parking lot shuttles to dining, drinking and simply uploading a chairlift—everything was going to be different. At the same time, compelling mask policy compliance had became a politically fraught topic.

    To help communicate the enormity of change we worked with Crystal’s internal marketing and digital teams to develop an entire Know the Flow playbook that communicated every single different detail from how to load a lift and how to order mountain takeout to the seriousness of a No Mask, No Powder policy. The word counts were huge, but the results were positive, with our work setting the tone for communicating the all differences of what to expect in a very strange year.

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