Smith & Jones Receives Two American Corporate Identity Awards For Windham Mountain Re-branding Campaign

Troy, NY – The American Corporate Identity Awards has named Smith & Jones a winner in their 23rd annual competition. The brand consultancy was recognized in two categories for both the complete corporate identity program for their re-branding initiative of Windham Mountain, and the resort’s new logo design. Smith & Jones’ work will be featured in American Corporate Identity 2008, which will be published by Collins Design, an imprint of HarperCollins Publishers, and distributed to over 40 countries. It will be available in a variety of bookstores, including Borders, Barnes & Noble and through Amazon.com.

“Windham Mountain’s new owners were on a mission… and they wanted a brand identity that reflected the sophistication of Windham and yet felt fun and accessible,” said Mark Shipley, chief thinker of Smith & Jones. “After talking in great length with scores of Windham devotees, we were able to uncover what makes this resort such a special place for the hundreds of thousands of visitors who return year after year. The info we gleaned from these discussions was crucial to how we developed the new upmarket brand position and identity program for the mountain.”

“The new brand identity program that Smith & Jones developed for us has been a tremendous hit with both employees and guests of Windham Mountain,” said Kirt Zimmer, director of marketing for Windham Mountain. “It really speaks to the true essence and spirit that has made our resort the go-to destination for discerning skiers and snowboarders.”

The new brand position and identity, which is central to the resort's $5 Million plus capital improvement initiative, has been implemented across all consumer touch points, including all mountain operations from base lodging and transportation to lifts and lift tickets, printed materials, apparel, advertising and the mountain’s website. Additionally, the identity is featured in Windham Magazine, the resort’s lifestyle publication, which made its debut during the 2006/2007 season.

American Corporate Identity is an annual design competition that was founded by David E. Carter, noted authority on logo design and corporate branding. Over 1,000 entries were submitted for the latest edition of the competition. It is a mainstay for designers who want to keep current with corporate identity for companies doing business in the United States.

Smith & Jones is a brand consultancy that specializes in moving brands upmarket. We help companies discover and invigorate their brands, attract attention and inspire brand advocacy through careful development of premium brand positions and identities.

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