GOAL: REPOSITION MONARCH MOUNTAIN AS THE COLLEGE-AGE AND YOUNG PROFESSIONAL DESTINATION OF CHOICE FOR SKI TRIPS.
I love the challenge of taking an underdog and positioning them as the best or next-best thing. Copy and design are the itches I can't scratch, so this project was a lot of fun for me. I got really excited going through my list of dream clients: ESPN, Patagonia, or a large ski mountain like Mammoth or Breck. I slowly decided I wanted to go a different direction, to take a second-tier company — in this case mountain — and increase their exposure by repositioning their brand.
WHY I DID WHAT I DID:
- I totally geek out over good copy.
- I also geek out over design that accompanies the copy.
- Snowboarding is my favorite thing to do besides write lines of copy juicer than the steak that comes from Western Nebraska.
- Millennials in my geographical area typically don't know of Monarch Mountain or the price and quality that it delivers.