As an avid snowboarder who grew up in the Bay Area, I cut my teeth (caught my edge?) riding in Lake Tahoe. This love of mountains, combined with a fondness of working with active lifestyle brands, ignited ideas for a passion project for one of Vail Resorts premiere destinations, Northstar.

I wanted to develop a fresh campaign concept that celebrated Northstar’s identity and distinctive offerings in the Tahoe area and in Vail’s portfolio. Starting with a thorough discovery phase, I combed through Northstar’s readily available brand guidelines. Extracting personality profiles, brand tonality, style guides, and previous campaign language, my whiteboard became the pinnacle of mountain resort obsession.

Crafting two approaches for spring season campaigns for Lake Tahoe’s only luxury resort, I designed Key Visuals, each with specific language that highlighted Northstar’s unique experiences. These creative directions were then used to guide designs for mobile and desktop landing pages, animated display ads, and storyboards for 30-second video spots.

Although this was a personal assignment, I believe I’ll reward myself with a trip to my old stomping grounds for further “brand research”.

Note: A campaign presentation deck can be found here.