New Brand, Inspired by the Old.
Crystal Ridge (formerly The Rock Snowpark), an urban ski area located just 15 minutes south of downtown Milwaukee, was seeking a brand refresh along with a name change. With a goal to expand a loyal audience and engage with a new following of skiers and riders with its high-quality snowmaking, the team wanted to bring back the original name and color inspiration.
Using the original vintage logo as inspiration, we created a modern icon with accompanying typography to stand out amongst the crowd, which also looks sharp on merch and even better on terrain park features.
“We love the logo. We loved the process, and we loved working with your team. ”
Originally opened as Crystal Ridge around 1986, the property, an old landfill, operated under the name until 2012 when it was purchased and renamed The Rock Snowpark. In 2017, the owners of Little Switzerland and Nordic Mountain, took over The Snowpark and immediately started upgrading snowmaking and other infrastructure. The team also began the journey to re-identify as a legitimate ski hill, a great option and location for beginners, and a large snowmaking system in close proximity to Milwaukee.
Since then, Crystal Ridge has seen a complete overhaul in snowmaking, lifts, and lodge improvements while growing nearly all aspects of the business year over year, including the new name and logo. Here’s to the next season! 🏂 💎
