United States

2019

This is our Spruce Peak

Entrant Company

CO OP

Category

Strategic Program

Client's Name

Two Roads Hospitality & Spruce Peak Realty

Sub-Category

Brand Strategy Campaign

In the summer of 2017 CO OP was brought on board to create a destination within a destination. Formerly known as Stowe Mountain Lodge, CO OP was enlisted to to create a powerful brand strategy, architecture and launch campaign to unify the lodge, real estate offerings, members-only club, retail, spa and dining offerings. Located in Stowe, Vermont and at the base of Mt. Mansfield, the objective was to create a brand that establishes Spruce Peak as a place; a place based on shared values and like-minded individuals.<br><br>During the research phase, CO OP determined that Spruce Peak is a place that values mountain culture, family rituals and the sense of belonging. All of these insights informed the verbal and visual identity. The new color palette is inspired by Vermont's nature and the new logo uses a hand-drawn mark. All photography used on new marketing tools showcase real families and club members that exude authentic passion for Spruce Peak. <br><br>Upon finalizing all creative for the new brand, the challenge was how to communicate the offerings of Spruce Peak to all audiences. With the 2018 ski season quickly approaching, it became critical to launch a multi-faceted brand campaign. After revisiting the strategy work completed for the brand positioning, it became clear that above all else, the campaign had to be unique to Spruce Peak and showcase moments that can only happen while there. The campaign, named "This is our Spruce Peak", brought the passion of the place to life. With visuals juxtaposing the micro and macro moments one can experience there, the campaign was carried out across digital banner ads, transit ads, video and social media. <br><br>

Credits

Ashleigh Dubost
Paul Newman
Simon Hunter
Pichaporn Aroonrut
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