A total brand identity refresh for Boreal Mountain, located in Lake Tahoe, CA. Boreal had struggled with it's identity over recent years and was ready to make the leap from it's infamous days as a core rider and wild-child mountain into a more fun & friendly small resort. We created a versatile mark capable of living as successfully on apparel as it can advertising. Formally, the mark is a structured "B" meets mountain, offset with a friendly, yet strong wordmark.
To help bring the identity into the public, we also created the mountain's 2013/14 Winter advertising campaign. Anchored in digital, we created an extensive illustrated system to deliver Boreal's fun and energetic atmosphere alongside some of Tahoe's best deals and snow programs. The campaign also hit regional billboards, print ads and radio spots. Fun and affordable? It's basically magic.
Brand Identity, Art Direction, Advertising, Copywriting, Illustration, Guidelines
It's Basically Magic, Boreal 2013-14 Seasonal Campaign
It's Basically Magic Animated Gifs