Crystal Mountain

Established in 1956, Crystal Mountain is a family-owned, four-season resort destination in northern Michigan.

The resort features lodging, dining, downhill and cross-country skiing, two golf courses, shopping, spa, dual alpine slides, pool, mountain biking, weddings, a conference center, and more.

Our rebranding tied it all together, generating significant brand awareness and expanding Crystal Mountain’s reach and overall awareness in key markets.

BRAND STRATEGY

An uphill battle.

Contrary to popular belief, not every great place to ski is out West. In fact, Michigan has the second most ski resorts in the United States, with 40. Competition for market share is fierce. In the summer months, competition between Michigan’s all-season resorts is even greater.

Crystal Mountain’s brand awareness was stuck at the bottom. And known perception was often rooted in a past that does not reflect the current state of the resort. The fact that people were surprised at what they found at Crystal Mountain was evidence that they were still very much under the radar.

The challenge was to achieve revenue increases across the board. From season ski passes to weddings, Crystal’s wide variety of revenue streams is a strength and a weakness. A strength given the number of sales opportunities to appeal across a wide variety of guests. And a weakness given the number of elements needing support with finite resources. To meet Crystal’s goals, a multi-faceted yet unified rebranding solution was needed to attract all types of visitors, across all seasons.

Services

Brand Strategy
Outdoor
TV
Digital Advertising
Social Media
Print Ads
Collateral

BRAND POSITIONING

Celebrating magical moments.

We found that emotional resonance is the common thread. Whether conjuring up well-remembered feelings from visits from long ago, or striking a nerve with a totally new audience, it’s the emotive infusion driving the connection. Crystal Mountain has the advantage of variety, making it easier for someone to find something worth experiencing. However, it’s not what Crystal Mountain offers that matters. It’s how we make it emotionally meaningful.

It’s rare to find a place where it doesn’t matter if you go there for a day, a weekend, a week, or more, the experience is always what matters most—it’s a place where you feel welcome. Content. Relaxed. Alive. Refreshed. Happy. Connected with loved ones. All the feelings. In one place. Where it’s irrelevant if you do everything or nothing at all.

People look for a place to create memorable shared moments with family and friends. Moments you want to relive in your head, and repeat in person. Meaningful emotional ties that bind. There’s a place in Northern Michigan where all that happens. Where shared moments with others become special memories. The kind of memories you’ll always want more of. That place is Crystal Mountain.

BRAND ROLLOUT

Simplicity that contains multitudes.

The Crystal Mountain experience is multi-faceted. Year-round. Diverse. There’s so much to do, and so much to enjoy. This is a place best shared with family and friends. Crystal Mountain is fun. Easy. Relaxing. Unpretentious. It’s a great place for anyone and everyone to create great moments, one after another. Whether it’s “Crystal Thrill” or “Crystal Relax”, the wide assortment of the resort’s many experiences and activities are expressed by simply using two words. Working individually and as a whole, the “Crystal Moments” campaign brings the Crystal Mountain experience to life.

A mountain of fun.

Crystal Mountain’s visual brand language captures the essence of the resort–vibrant, welcoming and modern. The color palette of the “Crystal Moments” campaign isn’t as rigid and defined as other campaigns and other brands. Like the Crystal Mountain experience, the colors are always changing, flexible, varied, and fun.