Vail Mountain’s 60th Anniversary
We are like nothing on Earth. When you’re here, you feel like you’re a part of something special. And when we celebrate, we do it in the same way. Our celebrations stir excitement and feelings of, “I wouldn’t miss this for the world…”. After all, that’s what we do here every day. With every guest. One season at a time.
For the 60th anniversary, our team was tasked with creating the Visual Identity System for the brand—developing an exclusive anniversary art direction, videos for social channels, on resort signage, out of home, digital, merchandise, and on resort galleries.
Color Palette
To honor 60 years of Vail, we reintroduced colors from the brand that has been phased out over the decades. This allowed us to achieve the vintage modern look we were going for.
Typography
To further celebrate our 60th year, we used a font combination that would also lean into the vintage modern approach we were taking throughout the campaign.
The Timeline
Playing off of the shape of the Vail logo, we created a 60s inspired graphic element called “The Timeline” that brings vibrancy and grounding to our visuals. We used this device as a divider, a container, and a literal timeline for the creative.
On Resort
Designed a range of on mountain materials including opening day banners, galleries in collaboration with Gray Malin, employee name badges, and signage.
Vail x Gray Malin x Icelantic Custom Skis
Awards & Recognitions
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"The Governor’s Awards for Creative Marketing Campaign recognizes an event or project undertaken by a community or region to promote tourism in Colorado. This award went to Vail Resorts for the Vail Mountain 60th Anniversary Campaign."
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