Copper Mountain

Brand Design
Visual Design
Media Campaigns
Wayfinding

Copper Mountain is one of the most popular ski resorts in Colorado. It sits right in the heart of the Rocky Mountains, where you can find some of the best ski country North America has to offer. As a part of the on-site Marketing Team, I worked on many creative areas of the business. I helped introduce new branding, developed campaign creative, and even worked with mountain crews to design different forms of wayfinding. Our goal on the Marketing Team was to create materials and experiences that felt unique, fun, and comfortable. We wanted every guest to experience our resort in a way that made them feel like they were home. As a Designer, It was my responsibility to infuse that ethos into all my work, and create valuable life moments for our visitors.

Trail Map

The most important piece of media for a ski resort is a trail map, which serves as a cornerstone for mountain wayfinding. During the 2018-2019 ski season, I took the lead on a complete redesign of the Copper Mountain trail map. In the years past, the trail map was “busy” and visually cluttered. Illustrated elements collided with important trail details, and the visual hierarchy was unbalanced. The goal with the redesign was to create a map that was easier to understand and digest. Additionally, I needed to update the map styling to reflect new branding. The redesign process was extensive. I collaborated with many stake holders including Resort Leadership, Ski Patrollers, and the US Forest Service. These valuable contributors helped me ensure every guest had the most accurate information, and could enjoy the mountain safely. With the help of Lumiplan North America, we also developed new on-mountain trail maps that provide live updates with trail status indicators. This way visitors can always stay informed about open terrain.

Mobile App

Printed maps and on-mountain maps have always be staples in the ski industry. But in this new age, digital formats are essential. After the trail map design was finalized, we decided to optimize it for a mobile experience. We built an updated Copper Mountain App that contained a full digital map and valuable resort information users need. We also conducted on-mountain interviews with visitors, which helped us determine additional tools that could improve their experience on the mountain. So we developed unique features for the mobile app like trail reports, friend finder, and live webcams. All of these convenient tools made resort information more accessible to visitors, and ultimately improved the guest experience.

Raised On Colorado

At Copper Mountain, we defined families as our primary demographic. Kids of all ages, active parents, and even good ol’ Grandpa Bob. These were the personas we saw frequently at the mountain. With an opportunity for a new seasonal campaign approaching in the fall of 2018, the marketing team decided to hone in on this demographic. By tapping into family oriented individuals, we could loop in entire families by proxy. We did this by developing campaign creative that not only felt fun and familiar, but also encouraged families to get outside and enjoy all that Colorado has to offer. It doesn’t matter where you’re from, if you ski at Copper Mountain, you were Raised On Colorado.