Vail Resorts | Stowe Mountain Resort

Rebranding a heritage ski resort

Stowe is ski royalty. A total O.G. The mountain’s heritage and brand has a past, in a good way. When Stowe joined the Vail family in 2017, they asked us to answer this question: “What does the phrase ‘luxury Vermont ski resort’ mean now?” And to help them re-stake their claim as ‘Ski Capital of the East.’ As huge believers in this brand, doing our job means more than steering Stowe to a new purpose and identity, doing the campaign creative and driving culture work through the organization. It means being the keeper of the flame and steward to one of the truly great American ski brands.

“Hyyge”

The brand strategy is to help Stowe guests create their own moments of “courage, comfort and joy”—the experiences that define “hygge.” (The bedrock of all Stowe brand strategy work.) Visuals re-create a sense of warmth, coziness and refinement while remaining authentically and quintessentially Vermont.

Winter with us™

An invitation that transforms the way we think about, and what we expect from, winter itself. Winter is our season. It’s our business. It’s what we do. And now, it’s what you can do too. Forget about where you summer. It’s all about where you winter.