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.
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.