BRING FORTH A CHALLENGER
The task: introduce a new formidable competitor to the established Vail Resorts, Epic Pass brand. The IKON PASS, launched by Alterra Mountain Company, directly challenged the market share held by Vail Resorts' Epic Pass, fundamentally altering the landscape of ski pass options for enthusiasts worldwide.

I led a team to develop, launch and sustain the IKON PASS brand. Over 6 years, my team developed an initial go-to-market, 6 seasonal campaigns, national TV spots, an undeniable presence at Outdoor Retailer, and countless brand & athlete partnerships. The IKON PASS brand has grown to be a pillar in the ski & outdoor space.

MY CONTRIBUTION:
Creative Direction:
Branding; Brand Name & I.D. System (logos, fonts, colors), Seasonal Campaign Themes, Cross-Platform Video Concepts (Broadcast, Social Media)

Art Direction:
Led a team and managed all aspects of production (Style Guides, Design, Photo & Video)

Design:
Key Visual System (Print, Video, Digital, OOH)

AGENCY:
NEMO Design