The Town of Vail seasonal event series, formerly known as Revely, needed a stronger brand identity and greater clarity. The goal was to create a brand system that could shift from spring to winter, capture the exciting energy that both seasons bring to the town, and invite every visitor and local to feel at home, no matter their age, interests, or reason for being in Vail.

In order to do so, we (970 Design and I) renamed from Revely to Vail Après, broadening the brand from a holiday-focused identity to an all-encompassing après celebration. We then developed a dynamic branding system that changes with the seasons, split into spring and winter. Each has its own distinctive yet cohesive colors, branding symbols, and taglines, brought to life through vibrant and energetic imagery. This captured the lively spirit of spring and winter in the mountains and created a recognizable branding system that gave the Town of Vail the flexibility they need.