Liberty Mountain Resort

Winter, meet Spring, Summer, Fall.

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 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 segements. 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.

Expertise

Agency of Record: Brand Platform, Messaging, Content Strategy, Design, Environmental, Advertising, Photography, Video, Web Design, Development & Integration, Digital Marketing, SEO

Markets

Sports, Destinations, Lifestyle

Online HQ

libertymountainresort.com

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I

Identity System

An evolution that moves mountains.

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.

Logo

Brand Platform

Style Guide

Collateral

LMR.001 Primary Liberty Mountain Resort Logo
LMR.002 Logo Application
LMR.001 Primary Liberty Mountain Resort Logo
LMR.002 Logo Application
LMR.003 Logo Evolution

Paying Homage

For Liberty, it was important to pay homage to the past while creating a mark representative of the future.

LMR.004 Manifesto Video
LMR.005 Color Palette
LMR.006 Pattern Palette
LMR.005 Color palette
LMR.006 Pattern Palette

Bringing it all together with a sophisticated new collateral set.

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.

LMR.007 Corporate Business Collateral

A versatile system that works anywhere and everywhere.

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.

LMR.008 The Classic Annual Mug
LMR.009 Beanie Time!
LMR.010 Liberty Ski Sticker
LMR.008 The Classic Annual Mug
LMR.009 Beanie time!
LMR.010 Liberty Ski Sticker
II

Print Collateral

Liberty needed a collateral system with freedom.

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.

Brochure and Booklet Design

Sales Materials

Photography Art Direction

LMR.011 Brochure and booklet
LMR.012 Art Direction
LMR.013 Art Direction
LMR.014 Art Direction
LMR.012 Art Direction
LMR.013 Art Direction
LMR.014 Art Direction

Waiting for Magic Hour

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.

LMR.015 The Wedding Planner
LMR.016 Very Little Post Work, Swear
LMR.015 The Wedding Planner
LMR.016 Very Little Post Work, Swear
LMR.017 Ski Brochure
III

Web Design & Development

A site that changes with the seasons.

Besides featuring the new brand identity of Liberty, the website is a key conversion tool for skiers, golfers, event planners and brides to be.

Responsive Website

Custom CMS and Integrations

Real-Time Condition Feeds

Interactive Trail Maps

LMR.018 Responsive Website
LMR.019 Mobile First
LMR.020 Interactive Trail Map
LMR.019 Mobile First
LMR.020 Interactive Trail Map
IV

Restaurant & Spa Branding

Now this was an unexpected bonus.

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.

Naming and Branding

Collateral and Signage

Taste-Testing

LMR.021 Get Your Steak On

Ike's Chophouse

Fun facts: President Eisenhower used to hunt on the grounds of Carroll Valley where Liberty is located. And there are lots of eagles and owls too.

LMR.022 Art Direction
LMR.023 Taste-Testing
LMR.024 Art Direction
LMR.022 Art Direction
LMR.023 Taste-Testing
LMR.024 Art Direction

Come for the slopes, stay for the massage and facial.

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.

LMR.025 Just Relax
LMR.026 Pub Branding

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.

Mike E.

Principal, Mission

George Mason University Athletics

The Brewer's Art