spec work

What if... Meadows Needs a New Lift?

Every once in a while we choose an organization we like and experiment with their identity on pure speculation to see how a new logo can change an image and make a first impression. A logo plays an important role in building an organization's reputation — Its like meeting someone for the first time. Surprisingly an organization's relationship with its customers is not unlike a personal relationship — a first impression can go a long way.


This year we had no other choice but to do a logo update for Mt Hood Meadows, as a large billboard was posted right outside of our office window. We had to take it upon ourselves to see if we had anything to offer this Oregon mainstay.

The first step (since we didn't have any client goals) was to create some. We wanted the Ski Resort to be different than its competitors (this one was obvious); We wanted it to appeal to a wide audience (from family sledders to young snowboarders); And we also wanted it to look like a mountain ski resort (and not a giant fish trying to eat the sun).

To make things more interesting we decided to add some limitations.

1) It needed to be a logo update (not a new logo or concept).

2) It needed to be made of 2 colors (instead of four).

3) It needed to be a retail brand. We wanted to create a platform for selling merchandise.

Here is the before and after...


The result was a solid identity with lots of personality and lots of potential for building a brand that is unique, friendly, and totally sellable. The updated identity is still approachable but would make Meadows feel more like a destination — a place where memories are born; A place where fun meets daring; A place where you can pick up a cool looking t-shirt and actually wear it in public.

It may not necessarily be epic, but a logo does't need to be epic. It just needs to identify the organization, be authentic, flexible, timeless, memorable, and the foundation of a system that communicates the value of the organization it represents.

Let us know what you think (be it good or be it bad) by adding a comment below.


What if... Space Age Fuel went National?


Every once in awhile we work on projects that are mere speculation for companies we like (or would like to work with). We did this spec work for Space Age a couple of years back (it was on our old blog), but I thought we would share it again for those of you who didn't see it the first round.

This might not be how we would actually approach a brand update for the local Space Age brand, but What If the company went national (or international for that matter)?


What if getting gas could actually be fun? Maybe employees could dress like aliens to pump gas. Maybe visitors could collect a special Exploration Card at each Space Station that they "docked" at. Collect all and win.


Would it be possible to brand Space Age in such a way that people would enjoy and seek out their gas stations? Maybe Space Age could push the brand and be even more successful as a leader in the industry by creating a culture that is more than just "filled with regular".

This post is open for comments so please let us know what you think or Email us your thoughts.