Aspen Snowmass
Building next for the epicenter of nature and culture.
As they stood on the cusp of a radical evolution, we partnered with the visionaries at Aspen One on a comprehensive reimagining of not just their iconic four-mountain ski resort; but the guiding principles, business structure, and expansion of their global community of brands. Responding to a luxury audience seeking something more—something transformative—we captured a new vision for their role in the Aspen Idea. Our strategy connected audiences across recreation, culture, and nature, setting the foundation of the world's most sustainable ski resort, clarifying its ethos and tapping deeper into their power to inspire. This sweeping effort included redesigning the brand architecture to help bring clarity to a complex and growing portfolio of experiential brands, including the flagship resort, luxury retail, rentals, hospitality, and food & beverage. Our new brand identity, modernized signature and visual system captured their unique personality and helped connect audiences beyond the mountains with a simple invitation to all. Return transformed.
Platform & Positioning
Brand Architecture
Brand Design
Systems & Toolkits
Digital Design Systems
Branded Spaces
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
More than a brand, Aspen is a legacy of progression. 75 years after Friedl Pfeifer carved its first ski run, Aspen Snowmass has evolved into one of ski culture’s global capitals and an ambassador of the Aspen Idea. Our challenge? Harness that spirit and capture the vision of Aspen One’s role in defining the future of what a ski resort can be.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
An evolution of the original leaf drawn by Herbert Bayer in 1949, our refreshed icon is streamlined for a new era and opened to reveal a window into our world. This freshly cut new signature flexes to capture the spirit of audiences across culture, nature, and recreation.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
A common thread unifies every experience. From crisp essentials to the most energetic moments, we considered every ingredient and touchpoint to create a system ready to express the ethos and position of an industry-leading icon. This consistent yet expressive system enabled Aspen Snowmass to scale both locally and globally.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
Each of the four mountains within Aspen Snowmass has its own history, personality, and clientele. We created a messaging and identity system that could elevate and express each unique spirit while still contributing to the larger story.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
With its inscrutable terrain and prominent persona Aspen Mountain demands total precision. To capture this deep heritage and story our system flexes to its most premium and iconic.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
Light
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
To reach the edge of “the bowl” by foot and drop in from the top of the world is an experience tailor-made for the fearless. For Aspen Highlands our design language adopts a bold and rugged expression.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
As the largest mountain in the lineup, with the most vertical drop andskiable acres, Snowmass represents endless possibilities in both summer and winter. As such, our design system is open, expansive, and optimistic.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
Buttermilk is where beginners and the world’s best all come to play. It's where the next generation can watch from the chairlift as their heroes push the limits of possibility. To capture this exciting and expressive spirit we pushed our system to its most vibrant and playful.
