Strategy
Creative
Voice
Identity
Copy
Heading into the 20-21 season, Crystal Mountain tasked Voicebox with messaging how different the rental, retail and demo experience would be for their customers. From online reservations and limited capacities to a new flow through the rental shop, every step was re-evaluated and re-imagined based on the drastically altered environment of a pandemic year. At the same time, the retail operation experienced a significant rebrand with a new focus on PNW brands, backcountry safety and premium GORE-TEX outerwear. Even the demo shop had a new story to tell around the Quiver Pass, step-on snowboards and four-buckle Rossi boots.
We worked with their internal marketing team and individual business unit owners to drive the project and develop the new messaging hierarchy. We started by compiling all the information and objectives into a streamlined creative brief. Next we dove deep into a discovery phase to grasp all the changes. For each department, we developed landing-page and detail-page-level copy that relayed the essence of all the changes in line with the new brand voice and identity. The result was a succession of new rebranded, reorganized and reenergized web pages for the key profit centers.
Located slopeside, Right Angle Sports Shop stocks all the essentials required for an epic day at Crystal. From GORE-TEX® outerwear to keep you dry on a storm day to a wide selection of gloves, goggles, helmets and face coverings, our knowledgeable crew will set you up with what you need, what you want and what you forgot back home.
Right Angle’s shop capacity will be monitored and limited this winter to maintain proper social distancing. We have developed new try-on procedures and are utilizing contactless, cashless transactions. Even if you’ve visited in season’s past, our shop will look different to you this winter—with an expanded premium outerwear offering, a deep selection of Crystal Mountain logo merch and an extensive supply of backcountry safety gear.
We all want to expand our quiver but gear budgets may be a little tight this winter. Even with a rack full of options, it’s a hassle hauling more gear to the hill than a World Cup race team. So instead of missing out on the hot new ski or the surfy board, pick up a Crystal Quiver pass this winter. For the price of a new pair of sticks on pro form, you gain access to every professionally waxed and tuned demo in our high performance fleet at our slope-side Brand-X demo shop. Pick the right equipment for the conditions and swap out as often as you’d like. From aggressive carvers for groomers, floaty freeride sticks for pow, or even a snowboard, or skis, for switching it up in spring—our shop is stocked for you.
We believe in Burton and the Boa® dual-zone system. Our entire snowboard rental and snowboard demo fleet is stocked with these lock-down, easy-tightening snowboard boots. The Burton Boa® Progression from one of snowboarding’s best brands is a better boot method for snowboarding rentals. Just think, you’ll never again have to hassle with traditional bootlaces, deal with brutal heel lift or tie another bulky double-triple knot.
Crystal is famous for its sidecountry terrain—but gearing up is critical before heading out the gates. Right Angle is equipped with backcountry safety setups including digital avalanche transceivers, airbag packs, probes and rescue shovels from Backcountry Access and Mammut. For AT skiers, splitboarders or snowshoers heading out for an overnight—or just firing up ramen on the tailgate after a day in the sidecountry—we can outfit you with a JetBoil stove and GSI cook gear.
The Crystal pro shop stocks the best ski and snowboard brands from Rossignol and Lib Tech, Burton and Arbor, to Armada, Atomic, Blizzard, Nordica, Salomon and a few K2s. Our high performance mountain demo center is also the only on-snow location in the PNW to test out Burton’s new strapless Step On system, featuring the Men’s Ruler and Women’s Limelight snowboard boots which to get you to the pow faster. On the ski side we carry pro-tuned groomer skis, mid-fat powder sticks and all-mountain heroes from the best ski brands.