Tahoe Mountain Club, a four-season mountain resort in the Sierras that specializes in creating unforgettable mountain moments for its members and guests, needed a purposeful brand positioning and comprehensive visual identity system to breathe new life into its brand.

As lead creative director I helped to develop brand positioning, architecture and archetype creation and I lead the creative direction and identity system development from conception to completion. The final output resulted in compelling and authentic messaging and a premium visual identity that matched its unparalleled experiences and offerings.