Challenge

Brand differentiation.

Devil’s Thumb Ranch Resort & Spa is a highly regarded and environmentally friendly year-round ranch resort and spa offering rustically upscale accommodations, fine dining and an array of winter and summer outdoor and wilderness recreation activities. Since 1938, guests have enjoyed the restorative and relaxing features of the Ranch for their quick getaways, vacations, corporate retreats, family reunions and weddings. The challenge was to refresh the branding to differentiate the ranch from others in its competitive set.

Solution

Create a more current look that better aligned and reflected the experience of the ranch.

With more ranch options available in Colorado, and as the Ranch started competing with a broader category of hotel properties in general, our goal was to reintroduce the brand with a fresh look and feel, and help message its unparalleled setting and service. We refreshed the logo and created a new campaign — executed through eblasts, signage, collateral, website concepts and advertising to message their distinct differentiating attributes. To support the “why” go, we created the 100 Things to Do in Winter Park Campaign, complete with 100 activity badges, collateral, website and signage.  We also created a strategic marketing roadmap to capture all efforts across many audiences throughout the year.

Brand Refresh – logo

New Brand Elements

On property weekly calendar listing

Collateral – small hand out pieces

Advertising – half page ad addressing the corporate meetings audience

Advertising – sample of before and after

Advertising – half page for the wedding audience

Advertising – full page, general branding ad

Direct mail 3-D view finder package

Direct mail view finder package content

E-blast template to use for events

Direct Mail Campaign for Meeting Planners

Direct Mail Campaign for Meeting Planners

Property Brochure – front side

Property Brochure – back side

Signage – on property elevator signage

100 Things to Do in Winter Park Campaign – support collateral, poster

100 Things to Do in Winter Park Campaign – badge example

100 Things to Do in Winter Park Campaign – badge example

100 Things to Do in Winter Park Campaign – badge example

100 Things to Do in Winter Park Adventure Guide

100 Things to Do in Winter Park Adventure Guide Coloring

Devil’s Thumb Ranch collateral piece

Devil’s Thumb Ranch collateral piece