Lead Forensics

Uncovering
the soul of
Copper Mountain.

Copper Mountain: Repositioning strategy, creative expression, and design system.

Copper Mountain has diverse terrain that challenges the best athletes among us, downhill trails designed for US Ski Team training, and top-tier amenities. But winning over skiers and riders among the other elite Colorado mountain experiences require more than speaking to the mountain’s physical attributes.

Modern Consumer Insight

Passionate skiers and riders stand out among sports enthusiasts for chasing a greater breadth and depth of challenge in life. They’re wired to push farther, level up, and continue pursuing a purer, richer mountain experience. And we found they felt that Copper, more than other Colorado mountains, was unquestionably the place for them to continue to push themselves. 

Challenge

Copper Mountain has diverse terrain that challenges the best athletes among us, downhill trails designed for US Ski Team training, and top-tier amenities. But winning over skiers and riders among the other elite Colorado mountain experiences on offer required more than speaking to the mountain’s physical attributes.

Solution

We created a strategic north star and emotional rally cry articulating the spirit of open-ended pursuit of excellence: Embrace the Chase. This bold expression became both the why for going to Copper and the why for its very existence, a unifying truth shared with our more engaged segment of skiers and riders and new but driven ones alike.

Brought to life with a visually striking design system, new confident and challenging campaign language, and a suite of online video, OOH, digital, and social messaging, this new positioning showcased the energy, emotion, and purity of the Copper Mountain experience, signaling the brand’s understanding and passion for what brings strivers here in the first place — and what keeps them coming back for more.