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Case Study: Moonlight Basin

Marketing a fast-changing resort through thick and thin

Conundrum:

Over 10 years, Moonlight Basin asked us for many things: help launching the brand. Supplemental support when their marketing went in-house. Jumping back in on every front when marketing went back out. And of course, countless logos and marketing pieces for the restaurants, events, developments, guest services and even glamping operations that fell under Moonlight Basin’s umbrella.

Brainwave:

Roll with it. We brought in partners and expanded our team when Moonlight needed more, and filled in where we could when their marketing briefly went in-house. From Moonlight’s early years to its integration with Big Sky, we served as a strategic marketing partner in whatever capacity was needed.

Work:

Moonlight was a close collaboration spanning 10 years, but key highlights included updating their logo, defining their overall look from trailmap to signage, and evolving many sub-brands from the Headwaters Jam to the Jack Creek Saloon to the Moose Creek Club to the Reserve Golf Course to Zero Gravity Park.

Results:

The ski hill that was intended to be a homeowner perk wound up competing as a resort in its own right against legendary Big Sky and Bridger Bowl, with skier visits growing most years. Thanks to a decade of our flexible support, Moonlight maintained consistent, frequent marketing, even as the resort weathered devastating fallout from the Recession.

Classic Ink felt like a
true partner…

Classic Ink felt like a true partner, with a genuine interest in Moonlight’s success. They drilled deep to fully understand our bigger story, to see the heart of Moonlight, beyond just the business goals. Their work was beautiful, but also very strategic. Through design, they’re problem solvers—always mindful of the bigger picture.

—  Karen Lum, former Director of Sales and Marketing, Moonlight Basin