Ignited by a sizable investment in a stunning new lodge, Liberty Mountain Resort entered into their rebranding project with one primary objective; to accelerate what had been a slow change in public perception, from “the mountain where you learned to ski” to an amenity-rich, 4-season resort. In tandem with the change in perception was the need to connect with more disparate, unique audience segments, including wedding planners and brides, meeting planners, golfers and winter sports enthusiasts alike. Mission worked closely with the LMR stakeholders to author a brand manifesto that would unify the stakeholders, embolden the staff and influence perception within the target segments. Upon the foundation of a modernized identity, Mission built out the full visual brand language, and applied it to key platforms including sales materials for conference and wedding planners, signage around the entire campus, and a brand new website to appeal to and provide relevant information for all of the resort's guests.
Agency of Record: Brand Platform, Messaging, Content Strategy, Design, Environmental, Advertising, Photography, Video, Web Design, Development & Integration, Digital Marketing, SEO
Sports, Destinations, Lifestyle
For many in the region, the slopes of Liberty was their first time on skis. It was paramount to create an identity system that reflected these memories and acted as a foundation for new memories to be built.
While the identity system was built to expand based on audiences, we created a primary corporate look that is sleek, sophisticated and approachable for visitors and guests in all four seasons.
From beanies to stickers to room numbers to golf balls, the logo and system patterns make appearances throughout the property and on a variety of hard and soft goods.
For the corporate event and wedding audiences, a fresh take on the classic leave behind was required. These marketing kits are customizable based on who, when and where the Liberty team is engaging with potential guests.
A tremendous amount of consideration when into the new lodge and surrounding grounds. We made sure to give as much attention to capturing it's beauty in stills.
Besides featuring the new brand identity of Liberty, the website is a key conversion tool for skiers, golfers, event planners and brides to be.
As part of the massive lodge investment, many additional amenities were added including two restaurants and a full services spa–all of which drastically elevated Liberty's offerings and appeal.
Fun fact #3 is that Carroll Valley was carved by an ancient glacial mass. The name Laventide was derived from the term but sounds much sexier.
Ski Liberty, as it used to be named, is where I clipped in for the first time as a very young lad. Same goes for many of my friends who grew up in the Baltimore region. Being a part of the transformation of this place makes bringing my own kids here to ski for the first time that much sweeter.
