Skip to Content

The Mountain Collective

The Greatest Secret on the Mountain

The Challenge

To differentiate quality from quantity by offering skiers and riders a pass that enables collecting new bucket-list destination experiences, not just accumulating days on standard slopes.

 
 
 

Our Role

  • Creative Strategy
  • Imagery and Design
  • Brand Identity
  • Social Strategy
  • User Experience
  • UI Design
 
 
 

The Solution

The majority of our target audience already owns a ski pass to their favorite mountain. We needed to offer them something different in addition to their current pass. Something interesting, with a cultural buzz that spoke their language and called to their sense of wanderlust and untracked powder. It wasn’t about persuading them to purchase another ski pass, it was about engaging them in an exciting, unique way, and inviting them to join a club of other like-minded explorers in pursuit of the world's best snow. Welcome to the Mountain Collective.

 
 
 
Mountain Collective poster with skiers going downhill, logos of each mountain in the collective, and the words "Time to dust off your gear and start practicing the secret handshake."Mirrors image of skiers going downhill with highly detailed illustrations and the words, "Ski the world, Look to the slopes."
Mountain Collective poster with the words, "Like all secret societies, the earlier you join, the better."Mountain Collective poster with the words, "Utah's Best: Alta, Snowbird, Snowbasin and so much more on one pass."Flat orange background and the words, "I vow to leave no powder untracked. I vow to to spread no false snow reports. I vow to make every run worth it. I vow to keep the greatest secret on the mountain. I vow to keep it in the collective."
Collection of three pieces of print collateral for the Mountain Collective.Mountain Collective poster featuring an illustration of the United States with dots for every mountain in the collective.
Highway billboard for the Mountain Collective featuring a blue skier going downhill.Mountain collective advertisements shown on two mobile phones.Detailed illustration of an eye with the Mountain Collective logo in the iris and the words, "Look to the Slopes."

The Impact

The Mountain Collective, along with its non-traditional imagery, secret handshakes and symbolic icons has all helped create a fresh, new way to celebrate the culture and build a passionate following all while increasing awareness and helping set 2017-18 sales on track to exceed aggressive growth targets.