Take your brand through all you do. Every activity is an opportunity to put another piece of the puzzle in place. Nothing that touches the customer is unimportant.

This case study is a few years old now, but in terms of an underdog using market strengths to equal a larger opponent, it's still worth a look. At the time of this re-branding, Whistler Mountain was independently owned. Intrawest was pouring big bucks into Blackcomb Mountain, giving skiers more lifts, better facilities and a hip new attitude. So what did Whistler have? Terrain. History. And a genuine feel that can only come from being the original.

 Working with the Big House team, I re-designed the logo and created a design standard that could be applied to every aspect of the Whistler Mountain brand. We used every opportunity to show vast expanses of terrain, portray on-mountain experiences and touch on our history, out-flanking Blackcomb's high-tech facilities pitch.

Of course we all know that Intrawest scooped up Whistler Mountain a few years later. (For the terrain, naturally) It goes to show nothing is really forever. But I like to think we drove up the share price, at least.

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©2006 Lorne Craig – Unicycle Creative – 604 831 2432 – lorne@unicyclecreative.com