Snow Trails is regarded as Ohio’s first and finest ski resort – a well-known pioneer of skiing in the Midwest. However, increasing corporate competition wasn’t allowing this privately-owned resort to rest on its laurels. Snow Trails asked us to lead a branding effort that would result in a distinctive identity that would provide focus for the future. The new brand promise, “Ohio hills, alpine attitude,” illustrates that Snow Trails recognizes what is it (a winter resort in Ohio), and proudly proclaims its dedication to providing the ultimate alpine experience through service, ski conditions and amenities – regardless of geographic reality. Our work included the creation of a brand positioning strategy, staff training, on-site brand development initiatives, retail store promotions, direct mail season brochure and newsletter.