Beaver Creek
Art Director
Designer
Brand Strategy
Brand Positioning
Digital Advertising
Social Media
OOH
While at Genesis, I worked on repositioning Beaver Creek, the North American ski category lacked clear differentiation. Beaver Creek offered a refined, custom-built alpine experience that extended far beyond the slopes and deserved a distinct and elevated brand position.
A luxury destination defined by thoughtful details and effortless distinction.
The Genesis team introduced the unexpected brand promise Not Exactly Roughing It, capturing Beaver Creek’s sophisticated experience with an accessible, tongue-in-cheek tone that informed both marketing and operations. As the brand evolved, this foundation led to The Art of Thinking Small, a platform built around extraordinary attention to detail. The campaign highlighted ski school ambassadors as guest service stewards and activated guests through digital storytelling, social engagement and curated experiences. Together, the work established Beaver Creek as one of the most clearly differentiated luxury resorts within the Vail Resorts portfolio and the global ski destination market.
