Welcome to the North…
where winter is still a thing.
“The North. It's cold. Yet, despite its harsh conditions, humans have always
been drawn to it, probably because it makes us feel more alive.
Here is wild. Here is winter, in all it’s glory. Here are things widely unavailable
elsewhere on earth. This is SkiBig3. And here, still thriving, is the North.”
Here is the North.
Concept & Art Direction ✿ Visual Identity ✿ Brand Strategy
The Project Scope:
Here Is the North began as a bold reframing of winter itself — not as something to endure, but as something powerful, invigorating, and uniquely abundant in Banff National Park. Working collaboratively with Standard Practice, who developed the foundational copy and initial creative lens, I co-led the campaign’s ongoing creative direction and brought the visual system to life across SkiBig3’s full suite of channels. My role focused on shaping the applied design language, extending the concept into digital, social, print, and in-resort executions, developing campaign guidelines for internal stakeholders and ensuring the campaign’s strategic narrative was carried through consistently and cohesively.
Guided by the core idea that the North makes us feel more alive, the campaign blended expressive typography, bold winter imagery, and a renewed sense of optimism of experiencing “true winter” in the Canadian Rockies. As we scaled the campaign, I directed asset development, adapted the system for performance-focused creative, and worked cross-functionally to align messaging, visuals, and user experience across every touchpoint. Grounded in the campaign’s narrative lens — that the North makes us feel more alive — we built a system that blended expressive typography, powerful headlines, and immersive imagery to highlight the destination’s untouched terrain, exceptional quality snow, and warm, welcoming mountain culture.
The 2025 launch delivered exceptional results: over 76M digital impressions, a 59% conversion rate, a 28% increase in ROAS, and a 7.7% lift in year-over-year revenue. The campaign went on to earn the 2025 National Ski Areas Association Award for Best Overall Marketing Campaign, marking it as SkiBig3’s most successful brand initiative to date.
“The creative minds at SkiBig3 reimagined the meaning of winter with their campaign. Instead of simply promoting a destination, they invited guests to see winter as an adventure in Banff National Park. ”
“Through immersive storytelling, viral social media, in-person experiences, and strong results, they built a movement that made everyone want to head north.”
