Under tight timing and high confidentiality, I led a creative team to launch a new product for Vail Resorts. The quick timing and top-secret conditions were essential for us to help our client be first to market with a product unlike any in the category.

 

I have been instrumental in developing our agency approach to naming, brand identity and messaging architecture. Taking the lead to help clients link their strategic goals to their communications, I often lead creative workshops and formal naming exercises. This process, executed in collaboration with the client, informed our final product name, identity and design.

 

An important part of the launch communication was to educate our audience about what this new product is and get them excited to participate. Unlimited access to five of the world’s best resorts, all season long - no blackouts, no restrictions. It’s a dream come true for skiers and boarders. The response exceeded even our highest expectations.