Love created a custom look for Ski Utah’s spring skiing campaign. The look was so successful that it was adopted as a brand refresh for Ski Utah’s year-round look.
Ski Utah
Breaking the Bluebird Blueprint
A bold mountain movement earns year-round slope success.
A Black Diamond Challenge
In a marketplace where every destination claims “epic skiing” and “unforgettable mountain experiences,” how do you make an entire state’s ski brand instantly recognizable?
Ski Utah, the official organization representing Utah’s diverse ski and snowboard industry, operated in a visually monotonous landscape dominated by predictable blue and white imagery. Every slope looked similar in marketing materials, every resort made the same claims, and every campaign blended into an indistinguishable sea of blue and white.
The challenge wasn’t just differentiation—it was creating unified brand recognition across diverse audiences and countless touchpoints where Utah’s ski message competed for attention.
Strategic Approach
The Rainbow Revolution introduced a vibrant rainbow graphic element that became Ski Utah’s visual signature, a strategic disruption, bringing energy and movement to monotone imagery.
Visual Consistency and Message Flexibility was achieved by pairing the unifying rainbow element with a universal typeface system, creating instant brand recognition while preserving personalized messaging for different skiing audiences.
From Powder Hounds
To Powder Puffs
Massive Reach + Impact
The new look transformed Ski Utah from just another snow-sports marketer into an instantly recognizable industry leader.
Engagement rate
3x
> industry benchmark
6.38% engagement rate:
more than 3x the industry benchmark of 1.9%, proving the visual strategy resonated strongly with target audiences
Post-impression rate
8.5x
> industry benchmark
3.40% post-impression rate: a remarkable 8.5x the industry benchmark of 0.4%, showing sustained audience interest beyond initial exposure
117 million
impressions delivered across all campaign touchpoints, transforming Ski Utah from another snow-sports marketer into an instantly recognizable industry leader
43%
increase in post-impression rate compared to the previous winter branding campaign, showing year-over-year improvement in audience engagement
Everything we created
Category Disruption Strategy meant bringing vibrant color into a monotonous blue-and-white space, achieving something most brands only dream of: immediate visual differentiation that worked across all contexts and audiences.
General Ski Messaging
Snow Totals Messaging
Access Messaging
Ski Utah summer marketing
Lift accessible Trails
The Ski Utah rainbow now serves as the connecting line between winter and summer campaigns, framing Utah’s mountains as a destination for year-round magic.