Loading...
HomeMy WebLinkAbout08. Discover Vail Platform and Logo - Focus Group Framework - 11.14.20241Vail - Brand Identity Focus Objective Conduct a series of focus groups with residents and past visitors to gather their input on the shortlisted new brand identities for Discover Vail. 2Vail - Brand Identity Focus The recommended Focus Groups are: – Full-time Town of Vail residents – Seasonal area residents – Past visitors 55+ – Past visitors 35-54 – Past visitors under 35 3Vail - Brand Identity Focus Approach The following presentation will be shared with each of the groups. 4Vail - Brand Identity Focus The Vail Local Marketing District Brand Identity Focus Group 5Vail - Brand Identity Focus We were tasked with creating a new brand positioning and logo for Discover Vail. 6Vail - Brand Identity Focus DISCOVER VAIL LOGO VAIL RESORT LOGO Discover Vail’s objective is to market all of Vail as a year-round destination and promote the Villages’ events, culture, local businesses, lodging, etc. 7Vail - Brand Identity Focus Discover Vail is dierent than the Vail Mountain. 8Vail - Brand Identity Focus Vail Mountain’s objective is to market the Vail ski resort in the winter and sell lift tickets. Discover Vail’s objective is to market all of Vail as a year-round destination and promote the Villages’ events, culture, local businesses, lodging, etc. 9Vail - Brand Identity Focus Today’s focus Discover Vail’s objective is to market all of Vail as a year-round destination and promote the Villages’ events, culture, local businesses, lodging, etc. 10Vail - Brand Identity Focus The objective of a new brand positioning and logo for Discover Vail: – define what makes Vail unique – make Vail more competitive – aract visitors year-round – stir local pride 11Vail - Brand Identity Focus What we’ll do today: – Share Discover Vail’s new brand positioning – Get your thoughts on Discover Vail’s new logo 12Vail - Brand Identity Concepts What is a brand positioning? 13Vail - Brand Identity Focus A brand positioning refers to the unique value that a brand presents to its customer. What is a brand positioning? 14Vail - Brand Identity Concepts Why is a brand positioning important? 15Vail - Brand Identity Focus Mountain Destinations are extremely competitive. 16Vail - Brand Identity Focus By clearly defining who we are and what makes us dierent, Discover Vail can stand out from the competition. 17Vail - Brand Identity Concepts STRATEGIC TERRITORY BRAND PROMISE BRAND We make technology so simple that everyone can be part of the future. If we’re in your computer, you can trust us to make it move faster. We oer a personal moment of escape from a hectic life between work and home. We are a symbol of prestige, made with scrupulous aention to detail to enable perfect precision. Simplicity Speed Moments Prestige ??? ??? 18Vail - Brand Identity Focus We have worked in partnership Discover Vail’s Board to define a new brand positioning. 19Vail - Brand Identity Focus Brand Pillars Key strengths of the brand ▼ Personality The brand traits influencing its expression (voice & identity) ▼ Brand Positioning What makes a place stand apart BRAND ELEMENTS 20Vail - Brand Identity Focus BRAND PILLARS What are the pillars that define Vail’s key strengths? 01 Pioneering Spirit 02 Vibrant Village 04 Elevated Experience 03 Year-Round Discovery 21Vail - Brand Identity Focus BRAND PILLARS Active and engaged, ours is a real community of stewards who share the passion of Vail’s founders. They take the long view of their mountain home, devoting themselves to their love of the outdoors, the well-being of their families, and the sustainability of their beloved surroundings. Pioneering Spirit 22Vail - Brand Identity Focus BRAND PILLARS Vail Village and Lionshead are unparalleled gathering places, both timeless and evolving. Charmingly ornate European architecture, glorious food, and walkable streets connect and delight devoted outdoors people, locals, day trippers and visitors from around the world. Vibrant Village 23Vail - Brand Identity Focus BRAND PILLARS Vail oers an unforgeable blend of culture and nature, inspiration and exhilaration in all four seasons. Our summers are filled with art, musical performances and festivals that rival those in major cities, and a joyous range of year-round sports keeps people connected to all the lives of the mountain. Year-Round Discovery 24Vail - Brand Identity Focus BRAND PILLARS Vail’s warmth, care and aention has earned us deep connections with residents, families and visitors from around the world. It’s a unique luxury, a practice and a feeling that comes as much from creating a global standard of programming as it does from treating people like family and a devotion to every detail, no maer how small. Elevated Experience 25Vail - Brand Identity Concepts Do these pillars accurately reflect Vail and the experience it oers? GROUP DISCUSSION 01 Pioneering Spirit 02 Vibrant Village 04 Elevated Experience 03 Year-Round Discovery 26Vail - Brand Identity Focus BRAND PERSONALITY If Vail were a person, how would they behave? 01 Passionate We’re devoted to our outdoor lives and our surroundings. 02 Caring 03 Inspiring We hold ourselves to a higher standard; we inspire to beer. 02 Charming Vail is a destination that enchants. 05 Inspiring 02 Fun 04 Memorable The fun of Vail becomes part of our families’ stories forever. 27Vail - Brand Identity Focus BRAND PERSONALITY Our community is defined by its pioneering spirit. Our personality is passionate. It’s Vail’s people who bring it to life: our diverse residents and visitors are outspoken, quirky, friendly and active, devoted to their lifestyle and their surroundings. They make Vail the authentic, alive and welcoming place that it is year-round. Passionate 28Vail - Brand Identity Focus BRAND PERSONALITY Charming Our villages are vibrant. It charms all who encounter it. We all feel the charm of the villages, a magic that transcends logic, no maer our age or our origins. From the villages to the mountain, season to season, Vail captivates and enchants us, touching the parts that other resorts cannot reach. 29Vail - Brand Identity Focus BRAND PERSONALITY Inspiring Our experiences are elevated. The way we behave is inspiring. From the casual luxury of our hospitality venues to our imaginative year-round programming in the music, arts and competitions, Vail is a destination and a catalyst that creates and oers more, inspiring residents, visitors and employees to new heights. 30Vail - Brand Identity Focus BRAND PERSONALITY Memorable We oer year-round discovery. We’re fun and we’re memorable. Vail is both unabashedly fun and entirely unforgeable. Memories are made moment by moment, whether residents and visitors are following the wave of a baton at the Ford Amphitheatre, watching their kids compete at the GoPro Games, savoring the craft of a Michelin chef or making early morning turns down Sun Up Bowl. Vail goes straight to the heart and stays there for generations. 31Vail - Brand Identity Concepts Do these personality traits accurately reflect Vail and the experience it oers? GROUP DISCUSSION 01 Passionate We’re devoted to our outdoor lives and our surroundings. 03 Inspiring We hold ourselves to a higher standard; we inspire to beer. 02 Charming Vail is a destination that enchants. 04 Memorable The fun of Vail becomes part of our families’ stories forever. 32Vail - Brand Identity Focus Now, we’ll review Discover Vail’s new brand positioning. 33Vail - Brand Identity Focus BRAND POSITIONING We bring Vail to life and it brings us to life. Vail is a town, a mountain, a valley and a community with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. 34Vail - Brand Identity Focus Vail is a Connector IN ONE WORD 35Vail - Brand Identity Focus Pioneering Spirit ▼ Passionate Vibrant Village ▼ Charming Elevated Experience ▼ Inspiring Vibrant Culture ▼ Creative Year-Round Discovery ▼ Memorable BRANDPOSITIONING BRANDPILLARS BRANDPERSONALITY We bring Vail to life and it brings us to life; more than just a mountain, it’s a town, a valley and a community with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. OUR POSITIONING IN ONE WORDConnector 36Vail - Brand Identity Concepts STRATEGIC TERRITORY BRAND PROMISE BRAND We make technology so simple that everyone can be part of the future. If we’re in your computer, you can trust us to make it move faster. We oer a personal moment of escape from a hectic life between work and home. We are a symbol of prestige, made with scrupulous aention to detail to enable perfect precision. Simplicity Speed Moments Prestige Connector A town, a valley and a community with the power to show us moments we’ll share together forever. 37Vail - Brand Identity Focus Do you believe Vail’s new Connector brand positioning will help it stand out from the competition? GROUP DISCUSSION 38Vail - Brand Identity Focus Now that we’ve discussed Discover Vail’s new brand positioning, let’s take a look at how it can be brought to life. 39Vail - Brand Identity Focus This is the current logo for Discover Vail. 40Vail - Brand Identity Focus To beer reflect the new brand positioning and the spirit of Vail, we have redesigned the Discover Vail logo. 41Vail - Brand Identity Focus Our mandate was to create a new logo that is: – more youthful – more rebellious – more dynamic – more distinct – delivers on the Connector brand positioning 42Vail - Brand Identity Concepts Here is the current Discover Vail logo, with a few examples of how it comes to life. 43Vail - Brand Identity Focus CURRENT LOGO 44Vail - Brand Identity Concepts 45Vail - Brand Identity Concepts 46Vail - Brand Identity Concepts Now, let’s look at the current Discover Vail logo, followed by a new logo. 47Vail - Brand Identity Focus CURRENT LOGO 48Vail - Brand Identity Focus NEW LOGO 49Vail - Brand Identity Concepts 50Vail - Brand Identity Concepts 51Vail - Brand Identity Concepts 52Vail - Brand Identity Concepts 53Vail - Brand Identity Concepts 54Vail - Brand Identity Concepts 55Vail - Brand Identity Focus NEW LOGO CURRENT LOGO What is your initial reaction to the new Discover Vail logo? 56Vail - Brand Identity Focus NEW LOGO CURRENT LOGO What does the new logo evoke? 57Vail - Brand Identity Focus NEW LOGO CURRENT LOGO Is the new logo… – more youthful? – more rebellious? – more dynamic? – more distinct? 58Vail - Brand Identity Focus NEW LOGO CURRENT LOGO Does the new logo beer reflect the Connector brand positioning? 59Vail - Brand Identity Concepts Does the current Discover Vail stand out or blend in amongst the competition? 60Vail - Brand Identity Focus CURRENT LOGO 61Vail - Brand Identity Concepts Does the new logo stand out or blend in amongst the competition? 62Vail - Brand Identity Focus NEW LOGO 63Vail - Brand Identity Concepts Which of these logos do you prefer? 64Vail - Brand Identity Focus CURRENT LOGO NEW LOGO 65Vail - Brand Identity Focus Thank you.