Aspen
Snowmass
The 2021–2022 winter season marked a milestone for Aspen Snowmass: the resort’s 75th anniversary, coinciding with a refreshed brand identity and website redesign.
I co-led the development of a multi-channel storytelling campaign that celebrated the resort’s rich history while engaging both local and global audiences. Over 75 days, we counted down to the big day on social media, mixing fascinating historical nuggets, archival photos, and compelling stories—from the debut of Lift-1 in 1947 to the latest innovations in sustainability, winter sports, and community initiatives. The goal was to make Aspen Snowmass’s history feel alive, shareable, and undeniably cool.
The celebration peaked with a high-energy event at Lift 1A, featuring a ski parade, a ceremonial toast, and live storytelling with community leaders.
For the event, I worked with partners like PopUp Magazine to bring stories to life on stage, collaborated with the Aspen Historical Society for archival assets and research, and worked with local athletes, icons, and community leaders to create authentic, memorable moments. I ensured every piece of content—social, digital, and in-resort—matched the refreshed brand voice, creating a seamless and immersive experience across all channels.
The campaign brought the resort’s 75-year legacy to life, blending culture, adventure, and a little bit of mountain magic, while showing just how powerful storytelling can be in connecting people to a brand’s past, present, and future. This is legacy storytelling at its best.
