Roam - Brand Strategy Deck

Roam

Brand Strategy, Logo, Palette and Creative Expression PRESENTED TO FRASER RIVER DEVELOPMENT CO, LLC | AUGUST 29, 2018

604 WEST 6TH AVE. // DENVER, CO 80204 // 303-407-1976 // STRADAMADE.COM

Since our immersion trip we’ve been thinking a lot about Roam. About what defines it as a place and a brand.

Here, we will articulate Roam’s essence through voice, visuals and design. We hope this presentation inspires team members and stakeholders. And becomes a platform for outbound communication that resonates with those who will build, live, recreate, visit, and help us bring Roam to life.

So let’s get started.

Roam. When your name is also a verb it’s not just a place.

It’s a state of mind. An invitation to enjoy the day however you see fit. To explore the forest or venture deeper into the wild on the High Lonesome Trail. Make powder turns in Parsenn Bowl. Go for a ride or drift a fly down the Fraser.

Ski, hike, fish, go to town, or simply relax and let your mind do the wandering. It’s all here for you.

Winter Park facts at-a-glance

Roam facts at-a-glance

A place called Roam is rising. Where mountain meets meadow, meadow meets town, and a river wanders through.

However, this story is about more than beautiful landforms. It’s about moments in time. A trout caught on a dry fly. An après ski microbrew shared with friends around a glowing hearth. A bouquet of wildflowers collected for a windowsill. A walk through the woods where the only sound you hear is your own footsteps.

These are the moments that will define Roam.

Brand Strategy The foundation for a dynamic brand experience.

Market landscape

LOCAL

Our competition includes local offerings and other driving-distance mountain towns.

Rendezvous - Winter Park

Grand Park - Winter Park

REGIONAL

Granby Ranch - Grand County

Silverthorne

Vail

Breckenridge

Lakota - Winter Park

Arrow - Winter Park

Audiences

THE FRONT-RANGERS AND WEEKENDERS

THE RETIRED BUT NOT TIRED

THE TOWNSPEOPLE

TRAVELERS AND OUT-OF-TOWNERS

BUILDERS AND ENTREPRENEURS

Winter Park diehards and weekend warriors from the metro area are looking for a second home/third space where they can escape city life and have a true Colorado experience. A place where they can raise their kids to have mountains in their blood. When it comes to finding a home, they prefer cozy and warm to big and extravagant.

Empty-nesters don’t always fly south. Sometimes they head for the hills. They prefer skiing and fly fishing to pickleball and bingo. They want a sense of community, restaurants and shops they can walk to. And homes where they can entertain the whole family. Plus a legacy for future generations to enjoy.

From long-time residents to ski season regulars, the locals will be the first to discover Roam. We want them to feel welcome and reassure them that Roam will be aligned with the Winter Park culture – more flannel less fur.

Adventure seekers from all over the world want an authentic alpine experience.

They are looking for a place that’s more than a photo op.

A destination to remember – and return to.

They’re looking for a place to do business that fits their values and business model.

For retailers and homebuilders that means finding a place that inspires them to do their best work.

Brand essence

“More flannel. Less fur.�

Points of difference

What are the building blocks that distinguish Roam?

PROXIMITY

BIG NATURE

Close to Denver, the under-two-hour sweet spot for mountain homeowners. Train access is a one-of-a-kind option.

Great views everywhere you look. Trails into the wild.

GATEWAY

FULL SPECTRUM OF MOUNTAIN AND TOWN

The front door and last call to all things Winter Park, Grand County and Fraser Valley.

It’s both and everything in between: town, river, alpine meadow, pine forest, and mountain hillside.

INTERCONNECTED

A SMART COMMUNITY

A walkable / hikeable / bikeable / snowshoeable connection to town and the Resort.

Sustainable, eco-smart, off-the-grid living, wrapped in new technology that allows you to plug in – when you need to.

And a great fishing river you can walk to.

Benefits

What does Roam bring to its residents and to the larger community?

NEW CHOICE

AUTHENTIC COMMUNITY

Roam is a thoughtful new model for mountain communities: inviting co-creation and innovation.

Roam will be a second-home community but it will have the

DEPTH AND CHARACTER TO THE TOWN

ENVIRONMENTALLY INNOVATIVE

Roam adds range and depth to Winter Park. Expanding not just the footprint beyond US-40 but the sense of community.

We are land stewards. Appropriately green, eco-conscious at our core. Being part of Roam means being a part of a more environmentally friendly way of doing things.

CIVIC PRIDE

Winter Park and Grand County are evolving. Roam is one of the biggest reasons to be excited about what’s happening.

vibrancy of a full-time community and a real town.

WELLNESS

Roam is designed to promote a healthy mind, body and spirit. It’s a location that fosters an active lifestyle, a culture that values new experiences, and an environment that brings perspective and balance to those who seek it.

“There's a magical tie to the land of our home, which the heart cannot break, though the footsteps may roam.”

- Eliza Cook, “The Land of my Birth” Poet, December 1818 – September 1889

Brand Promise

A home for the restless spirit.

Brand pyramid BRAND PROMISE

A home for the restless spirit.

BRAND ESSENCE

More flannel.

Less fur.

BENEFITS

New choice, Depth and character to the town, Civic pride, Authentic community, Environmentally innovative, Wellness

POINTS OF DIFFERENCE

Proximity, Gateway, Interconnected, Big nature, Full spectrum of mountain and town, A smart community

Logo Our identity and beacon for the experience.

Logo Option 01

Logo Palette Option 01

Logo Option 02

Logo Palette Option 02

Logo Option 03

Logo Palette Option 03

Creative Expression How Roam connects with the world.

Agile brand modes let us flex across diverse media.

Roam is a range of things and we need a range of ways to tell the story.

Applied Design Ad-Like Object

Applied Design Ad-Like Object

Applied Design Ad-Like Object

Applied Design Brochure

Applied Design Brochure

Applied Design Builder Book

Applied Design Social

Applied Design Poster

* Ideal subject would be female

Applied Design Poster

Applied Design Merchandise

Applied Design Patches

Applied Design Signage

Applied Design Signage

Brand Palette The colors, textures, imagery, and shape language of Roam.

Colors / Textures Palette

Born of the natural environment, with a touch of mountain technical.

Typography Palette

A type toolkit to express character in concert with mode and medium.

Photography Palette

Captured moments, artful composition, subtle saturation, and rich complex shadows express a story yet to be told.

Illustration Palette

A bold vintage style brings color and attitude to the brand.

And a reinvention of new home renderings.

Logo Summary

Logo Option 01

Logo Option 02

Logo Option 03

Brand Activation Showing our difference and brand spirit from day one.

Brand Activation

ENHANCE THE GATEWAY EXPERIENCE We are the first hello as you enter the town and the last goodbye before heading back over the Pass.

Pick up a panini for a day on the mountain, grab a coffee for the drive home – we’ll see you soon. #roam #ifyouwantto

Brand Activation

EXPRESS WINTER PARK’S QUIRKY CHARM We believe in doing the artful, the innovative and the unexpected. And we don’t take ourselves too seriously.

This is a dog-friendly place that runs on imagination and a wink.

Brand Activation

ENGAGE THE TOWN Welcome to Colorful Colorado ‌ in the middle of town. A place where the espresso quality matches the scenery and the artful and urban meets the fun and whimsical.

Brand Activation

CREATE UNEXPECTED EXPERIENCES There’s nothing like the thrill of discovery. And memories are built on new unanticipated experiences.

Brand Activation

BE LAND STEWARDS Respect is at our core. As land stewards we are appropriately green, preservationists and conservationists.

Employing new paradigms. And engaging new partners.

When you live in a mountain town, especially a ski town, you get used to life with frost in your beard. You also get used to cold dry air in your lungs, and bump-tired legs from the day at Mary Jane as you trudge to dinner with friends. It’s a good-tired, of course. In fact, recounting the perfect bluebird day you feel the camaraderie. But one thing that you don’t get used to … what always takes you by surprise … happens when you look up. You see stars in the night sky, too numerous to fathom, against a soul-stirring blackness. I know it’s less competing light that brings more stars into view. But I like to think that at 9,000 feet it’s because we’re closer to them.