VAIL /

Brand Refresh

While it might be hard to believe that one of the world’s great brands could become fragmented and poorly defined, that’s exactly what had happened to Vail Mountain. Hampered by inconsistency in the brand’s visual presence, photographic approach, messaging, and tone of voice, Vail’s brand identity had become confused and incoherent. Cactus was brought in to help Vail Mountain find itself once more. We developed of a refreshed, elevated and clearly defined brand platform that brings to life the emotional essence of the Vail brand, as well as its unique functional attributes that combine mountain recreation with village sophistication and an internationally infused culture.