Crystal tried to build up some hype by promoting an "exciting announcement" that would be released today. Drumroll...
IT’S A BRAND-NEW DAY FOR CRYSTAL
As you are part of the larger Crystal community, we wanted you to hear it first. Over the last year, we have been on a journey of discovery to evolve our brand and our entire mountain experience. With the help of many loyal and passionate Crystal community members, we've refined our brand to match our extraordinary mountain. Exhilarating, beautiful, and soulful. And today, we are excited to finally launch and present our new brand to you, starting with this e-mail, the new logo, and the new website. We welcome you back to Crystal Mountain this season.
BRAND EVOLUTION
WE HAVE A NEW LOGO
Crystal Mountain’s logo is based on the dramatic geography of our resort, with a nod to our rich heritage. The heritage is expressed through the evolved use of the C and M letterforms. We also found it important to include our iconic three summits and neighboring Mount Rainier through the playful interplay of ridges and peaks.
NEW COLOR PALETTE
Inspired by nature our new color palette includes colors like Huckleberry Blue, Indian Paintbrush and Sunrise Yellow. Colors that really drive emotion and connection to the Pacific Northwest Spirit.
NEW WEBSITE
You're currently experiencing the new site. We took a step back and tried to organize all the important information in a way that makes sense. A lot of stuff changed locations and names so make sure to look around and if you get lost use our helpful
search bar. Also, we condensed the menu into the corner(three lines), put a weather widget in the heading, and made the search bar easy to find and use.
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??
That's it? (Okay, there were some very minor "improvements" at Crystal too, but nothing very interesting, and they were buried after all the build up about the brand). Who cares about the "brand"? We care about the
skiing. Hopefully this isn't a sign of things to come. It reminds me of all the emails I get from the Mariners organization about their "exciting partnership" with T-Mobile and all the bs magenta promotions at the stadium. How about fielding a good team instead of focusing on that stuff?
Too bad Crystal didn't spend the money on someone that could write a cogent email/website copy as part of their brand improvement.