Vail Après

Vail Après

A classic concept; the iconic après-ski moment, the one you can always count on, where you know the atmosphere, the crowd, and the experience will be exactly what you expect: authentic, welcoming, and full of energy.

OPPORTUNITY

When the Town of Vail approached us, they were looking to clarify and elevate the identity of their seasonal event series, formerly known as Revely. While Vail is widely recognized as a world-class skiing destination, it is also a vibrant, welcoming town with something for everyone. The Town wanted to better promote their early and late season events and ensure it was clear these celebrations were hosted by the Town of Vail, not Vail Mountain Resort. Our challenge was to rename the event series and develop a flexible, cohesive brand that could shift with the seasons while capturing the cheerful, inclusive spirit of Vail. Through this refresh, we emphasized the warmth and energy of Vail Après, celebrating both the thrill of the mountain and the charm of the village, and inviting every visitor to feel at home, no matter their age, interests, or background.

APPROACH

To capture the spirit of Vail across the early and late seasons, we created Vail Après. By renaming the brand from Revely to Vail Après, we expanded it from a holiday-focused concept into a broader celebration of the après experience, whatever that may be for each visitor. From concert series and patio sunbathing to lively village events, the new name allowed the brand to capture a broad range of emotional and experiential moments. To support this, we developed a flexible visual system using distinct symbols and color palettes to represent the seasonal shifts. The brand was split into two sub-categories: one for winter and spring. Each was brought to life through imagery, nostalgic charm, energetic tone, and vibrant color, making Vail Après a cohesive yet dynamic expression of the Town’s welcoming and spirited identity.
Spring into fun sun stamp
Vail Apres stacked wordmark
Brand Marks and logo variations

We created a visual identity with the addition of the supplemental brand marks and logo variations. The purpose of these additions is to expand the system into the concept further. It allows for different use cases and supporting marks for specific intentions. They are the embodiment of Vail Après and nod to the brand system created by the logo mark and type kit.

Brand Symbols

Symbols were created as a core feature of the brand, inspired by the winter environment. The system is used interchangeably throughout branding and collateral to signify and differentiate events hosted by Vail Après.

Brand In print

We brought the brand to life through exciting collateral and merch, inviting the community and guests to celebrate the winter season by participating in the wide range of events that Vail Après has to offer.

Vail Après: Welcome to Winter

 

A fresh season and a new energy as the brand evolves from spring into snow.

Brand Marks and logo variations

We created a visual identity with the addition of the supplemental brand marks and logo variations. The purpose of these additions is to expand the system into the concept further. It allows for different use cases and supporting marks for specific intentions. They are the embodiment of Vail Après and nod to the brand system created by the logo mark and type kit.

Brand Symbols

Symbols were created as a core feature of the brand, inspired by the winter environment. The system is used interchangeably throughout branding and collateral to signify and differentiate events hosted by Vail Après.

Brand in print

We brought the brand to life through exciting collateral, inviting the community and guests to celebrate the winter season by participating in the wide range of events that Vail Après has to offer.