The fun-loving Lake Tahoe resort undergoes a playful rebirth

Sierra-at-Tahoe is a resort with a ton of heart, situated in the resort-laden South Lake Tahoe area. Origin was tasked with capturing that heart, and building a refreshed brand around it. From this, we were asked to build a winter campaign that would help further articulate what this proudly independent resort is all about.

Our design team employed soft colours and textures inspired by the winter months contrasted by a vibrant accent colour and strong typography treatment to balance Sierra’s friendly and inviting demeanor with their playful, irreverent side. A duotone treatment was applied to the visuals to introduce a unique depth and texture to every application. Typography played a key role in bringing this brand to life. A pairing of progressive but friendly fonts were chosen for the branded type treatments, but at the same, a dynamic hand-written treatment was explored for introduction later in brand campaigns.

With the  brand creative and positioning taking form, we moved to creating a winter campaign for Sierra-at-Tahoe. At the core of it lies an establishing statement designed to target fun-loving skiers. "Sierra-at-Tahoe: where play reigns free” was developed.

Once the high-funnel creative was articulated, we began incorporating messaging specific to Sierra-at-Tahoe’s other market segments, creative that can be used in mid and low funnel marketing.

For example, we developed a user-generated branch of the campaign called #showusyourplay which is all about encouraging the inherently playful skiers and rider of Sierra-at-Tahoe to show off their own version of play.