Purgatory Resort in Durango, CO is a wonderful place to vacation with a solid existing brand identity. As a creative exercise, we set out to design a brand evolution, focused heavily on new illustrations that could push the playfulness of the brand by leaning more heavily into the latter half of their slogan:
To create an apparel package consisting of illustrations designed to bring enthusiasm and joy to businesses focused on hospitality and adventure.
Leaning into the idea of the skiing at Purgatory being “Fun as Hell,” we wanted to craft a brand identity with a playful, edgy tone. Our goal was to capture the essence of the adventurous, and rebellious spirit that forms the unique atmosphere of the brand. This led us to an identity that felt more thrilling than scary, and leans into the “bad-ass” nature of the skiing experience.
After clearly defining our tone, we crafted a series of illustrations that would define our version of hell on earth. Rather than a horrifying, nightmarish world, our hellscape is a thrill-seekers paradise, with adventure around every corner.
With a refreshed brand tone that pushes the current vibe of the mountain, we were able to create an example series of apparel that stirs up excitement, and could leave visitors with a memento that showcases the hair-raising exploits that Purgatory Resort provides. If you are also feeling amped by the our illustrations, then ride like the reaper is chasing you to a meeting with us and discuss how we can bring amazing visuals to your brand!
How can Dyno Creative help you with your Project?
Let’s collaborate! Dyno Creative is ready to bring your vision to life with a blend of creativity and illustration-focused innovation. Reach out to us – let’s create something special together!
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