/ Branding / Guidelines / Web Design / Graphics / Photo + Video Direction / Apparel Design
Since 1962, Crystal has been a refuge in our busy, modern era. 2,600 skiable acres make Crystal the largest ski area in Washington state. With a growing audience and joining of the Ikon Pass family, Crystal needed a brand identity that was a match for the terrain and growing community. Since the rebrand, Crystal has more than doubled in social reach, and has seen an exponential growth in business.
While the swoosh and snowflake was a classic design of the late 90’s and early 2000’s, it began to feel outdated and limiting- not a true representation of the brand essence. An alpine escape, a place to unplug- and reconnect with the natural landscape. The community and relationships formed in the mountains are what makes Crystal a unique destination. With everything from stomach-dropping steeps, to mellow meadows, the challenge was to appeal to a broad audience. Not just appear as the ‘core skiers’ mountain.
The focus of this rebrand was to communicate through a clear, strong voice- that there is a unique positioning here- not just another pin on the map.
Crystal Mountain is a place that embraces all seeking to enjoy the mountains- and invites them to feel the soul of the mountain- for themselves.
Brand evolution
As a nod to the lineage, we included retro lines to outline the geography of the three iconic peaks- The King, The Throne and The Queen- watched over by the benevolent force of Mt. Rainier. We kept lines strong and clean, like the deep connection our locals have to nature - harnessing the true spirit of the Pacific Northwest, full of raw beauty, grandeur and endless exploration of unmatched terrain.
A color pallet, inspired by the terrain
Crystal Parks
Stewardship
Crystal Mountains is a recreational area and our number one asset is the environment.
Being eco-responsible means being good stewards of the land and preserving our beautiful mountain environment. Taking measurable steps to help ensure cold, snow-blanketed winters and clear, mild summers for years to come. We are always seeking new ways to improve our efforts and facilities to lessen our impact on the environment for future generations to come.
