Re-imagining Ski Resort Branding

Ski branding has become far too corporate. There is nothing in the logos that suggests anything to do with the feeling of skiing or even the location of the ski resort. Many resorts are built on former mining towns, particularly in the US and Canada, and have a rich history.

I would like to recreate a sense of adventure that the early pioneers of skiing had, hiking up mountains, and skiing down with 2 meter wooden planks strapped to their feet, on ungroomed terrain with no ski patrol and no boundaries.

With this in mind, I have chosen to rebrand Retallack, British Columbia in Canada. I chose this one because of its exclusivity and clientele. Retallack is a ‘Cat Ski’ resort, by which skiers are transported around the mountain not by chair lifts, but by Snowcats. It is a more raw form of skiing, skiing in a natural— albeit highly selected — environment without the effort or gear compromise required for hiking into these areas as in ski touring or ski mountaineering. It has a rich silver mining history and was one of the largest mines in the world.

Let me know what you think!