Leading a studio team of strategists, creatives and account managers, I directed a dramatic brand strategy refresh for Kirkwood, one of the most unique brands within the Vail Resorts portfolio. Starting with an on-location immersion, strategic planning session and stakeholder interviews, the project blended the trademark authenticity and credibility of the community with messaging and values that broadened demographic reach beyond the Mavericks of Tahoe crowd.
The result was an innovative strategy based on deep truths, mountain connection and distinctive identifiable differences from the rest of the Tahoe region. Building on values, positioning and messaging the approach created a unique market positioning that resonated with longtime fans and new customers alike. The strategy portion of the project led to a new Brand Identity and Bible as well as the defining Kirkwood Deep digital campaign and anthem video.
Acting as the account and editorial director on the Kirkwood project, I collaborated with renown industry copywriter Jamey Voss to editorially and strategically shape the manifesto and intro statement to the Kirkwood Brand Bible as well as all the copy elements throughout the book to make sure they hit the intended target.
Creative directing, editing and collaborating with renown industry copywriter Jamey Voss—and the key client interfaces—my team worked to develop and communicate a new brand personality and voice for Kirkwood. A significant portion of my oversight role was keeping the development on track with the defined brand strategy and editorially shaping up messaging with our creatives that would resonate with the intended demographics.
Creative and account direction was my role in overseeing the design aspects of the extensive Kirkwood Brand Bible—which were concepted and executed by talented art director Joe Erfle. One of the most inspiring aspects of his work was the development of a new color palette for the brand.
My account work created a location-based story for the new colors around California sky that helped sell the new look and feel internally through consecutive client calls and revision rounds. The result was a newly defined and newly consistent look and feel for the brand that connected with the strategy work.
