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Spruce Peak

Stowe, VT
Two Roads Hospitality & Spruce Peak Realty

Creating an Elevated Vermont Experience

Formally known to most as Stowe Mountain Lodge, we were engaged to create a brand and a strong sense of place for Spruce Peak. Our objective was to unify the offerings and position Spruce Peak as a four-season destination. Offerings included the lodge, various real estate offerings, members-only club, retail, spa and F&B offerings.  In order to position Spruce Peak as the premiere slope side village in Stowe, we needed to create an authentic brand story based on shared values.


Celebrating the Past & Evolving For Future Generations

Our first challenge was to create a visual identity architecture that would unite the offerings under the Spruce Peak master brand. Under the master brand, we created two sub-brands for The Lodge at Spruce Peak and The Club at Spruce Peak. From there, we wanted to ensure the new creative assets felt authentic and ownable, so we facilitated two photoshoots (winter & summer) and created a brand video.

This is our Spruce Peak

After a phased roll-out of the new brand and sub-brands, it was time to begin marketing and to fully activate Spruce Peak as an elevated, four-season destination. We created a brand campaign called “Our Spruce Peak” that showcased the macro and micro moments that one can only experience at Spruce Peak. 

CO OP created a lookbook to guide and inform the styling of Spruce Peak staff and brand.

How We Made
Spruce Peak 

Brand Strategy
Visual Identity
Verbal Identity
Marketing & Advertising Campaign
Brand and Digital Activation
Brochure & Collateral
Brand Activation
Signage & Wayfinding


Platinum Muse Award for Brand Strategy Campaign 2019


Best ski resort in America - Business Insider


On USA Today's list of ski resorts in North America


of luxury homes sold pre-groundbreaking

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