Loon Mountain

Kevin MarshallCapstone 2011Newbury College

Table Of Contents

Capstone Objectives

Mission Statement

Company Competiton

Company Color Theory

Company Logo Concept

Company Signage

Company Posters

Company Brochures

Company Magazine Cover

Company Ads

Company Postcards

Company Stationary

Company Product Design

Company Electronic Media

Conclusion Statement

Extra

2

3

4

5

7

10

13

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15 16

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18

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24

29

30

Company Objectives 2

Logo / Typography

Mountain Identity / Branding

Color

Signage / Way finding Maps

Billboards

Banners

Posters

Brochures

Magazine Covers

Newspaper Ads

Postcards

Stationary Designs

Product Design

Clothing / Fabric Design

Electronic Media

Websites

Mobile Apps

Mission Statement 3

Loon Mountain is a ski resort in Lincoln, New Hampshire. It’s known in

Boston, Concord, and Portland. Loon Mountain does not advertise well outside

these areas, which is why they are so low on members. The mountain’s ways of

publicizing and marketing are currently out of date and it needs to be modernized.

The logo is no longer fashionable and the website is insufficient to the daily users’

needs. My objective for this capstone project is to strengthen the logo by adding

a new color palette and organization, redefining the branding line, enhancing

their multimedia services so that more people familiar with the company, and

also making their advertising and marketing strategies more adequate for both the

company and costumers needs.

Unlike many ski resorts, Loon Mountain’s terrain will be open throughout

all four seasons. With interactive summer and fall activities like Gondola Sky

rides, Rock Climbing, Mountain Biking, Therapeutic Spa Treatments, Bungee

Trampolines, and the all-new Zip line, will keep guests coming to Loon Mountain

during the ski off-seasons. The all-new zip line soars over 700 feet across New

Hampshire’s Pemigewasset River. Loon Mountain also accommodates scenic

mountain top weddings with a summit amphitheater that over looks the beautiful

White Mountains, providing guest a wedding ceremony out of the ordinary and

surrounded by nature.

Company Competition Comparison 4

The ski resorts affiliated with Loon Mountain are Sunday River of Newry

Maine, and Sugarloaf Mountain of Sharpleigh, Maine. Sunday River’s website and

logo is well organized with a red and white theme all around the website layout.

There is approximately 600 acres on Sunday River’s Terrain, which is double the

amount of land compared to Loon Mountain. This advantage in acres gives Sunday

River a whole lot of room to create expansions such as golf courses. Sugarloaf has

a very effective website design. Their webpage is split into two different sections

winter and summer. But what I think is very effective with the webpage is that not

only does it split seasons, but the theme of the webpage changes from an all blue

winter page to an all green summer page.

In conclusion I feel as if Loon Mountain’s webpage is very dull with its blue

on blue theme, also their logo is very disorganized and needs to be modernized.

Personally I recommend the idea of the split season theme for their webpage, it will

endorse seasonal events also having new vibrant colors the mountain will bring

influential vibes of various seasons. Changing the company into a four-season resort

and expanding the company branding line with different marketing strategies will

invite more visitors to Loon Mountain year round.

Company Color Theory 5

What good is a ski resort without really great colors? In order to change Loon

Mountain into a four-season resort its usage of colors must be changed completely.

The current colors for Loon Mountain are mainly Navy Blue and Red and personally

I find that a little old fashion and way too common. Switching Loon Mountain’s

color palettes to more natural earth-tone colors will enhance and help revitalize

their signage also bringing earthiness and organization to the company. The colors I

have selected for Loon Mountain’s color schematic are…

Dark Olive Green, a color that is used by the military or hunters to color their

selves in camouflage, I feel as if this green brings tranquility and peace, which will

be greatly needed, for any resort.

Dark Brown, a color that resembles tree bark, which is a great for a natural

feel. The brown has lots of shades of grey in it making it almost black.

Maroon, This color is used mostly during the autumn season but I feel as if it

brings out the true color of nature. It works really well with my color scheme and

logo.

Company Color Theory Inspiration 6

Company Logo Concept 7

The original logo was old fashion and too simple with just the usage of the

word Loon and bird so I decided to keep the illustration and add a whole new text

style to give the company a fresh and modern look.

In orderto make Loon Mountain a four-season resort I would have to change

Loon Mountain’s logo into something more sophisticated at the same time modern.

The logo would consist of the full name “Loon Mountain” instead of just Loon and

also will have an illustration of a loon bird with its beautiful black and white design.


I started with a serif font and tried playing around with the loon illustration

in different ways then tried adding another illustration to make the logo heavier and

also put in some new colors to pull away from the original logo schematic.

Next I made the logo with an actual loon bird. I then thought that the logo

was a lot better than a simple version of the bird. The text was switched around a bit

from heavy to light to find a good balance with the illustration and text.

I later found a text that was really light and thin that kind of resembled

Bloomingdales with a twist. The “L” and “M” were modified to be at the same

height at as the rest of the lowercase letters. I decided to incorporate an underline

so that the text was grounded instead of floating.

The bird was a little too detailed, so I removed the bird and made the

background more detailed with a thin stroke and the white text pops out the name

of the company.

The finished logo ended up being a mix of two different typefaces.

Tenderness the thick and thin bold text on the top and Existence the light typeface

on the bottom gave the logo some weight, variety, and balance with a hint of

simplicity. The additional underline kept the text grounded and uniformed.


Company Signage / Wayfinding Maps 10

The mission statement stated that in order for Loon Mountain to gain more

visitors throughout the four-seasons the company needed new advertising strategies

in surrounding areas of the Boston, Concord and Portland areas. One of the many

ways of making this method effective was with signage. Billboards are really good

for companies that want to get their word out to the public.

Multiple ski resorts like Aspen, Mammoth, and Sunday River influenced

the Loon Mountain Billboard that I created. Usage of white space was a great

advantage to company’s billboard design.


The company’s signage was influenced by the rebranded logo. It needed

to stand out from the competitor’s signage at the same time use modern design

elements. With the usage of text and color the new mark will be easier for people

to recongize which will make the goal in making people aware of the company

alot easier.

Bus stop signs are really good for people that take public transportations.

Subways are really effective for people like businessmen, students or kids of all age

groups even tourists would be able to see and acknowledge the company’s ads.


The company will also have redesigned banners and maps mainly to show

off the company’s new identity. The banners would be used for various events,

competitions and also street signs. These signs would be great for the community.

They will mainly be seen around the mountian and in certain areas on top of the

mountain. The company’s signage will be used to show off the new and upcoming

events that the community should know about.

Company Posters 13

The advantage of publishing new and fresh designs is important especially

for a company like Loon Mountain which is a ski resort that’s trying to become a

four-season resort. Posters are one of the easiest ways to make money and good for

getting the new identity out to the public.These posters would be placed in places

like residential rooms, sports equipment stores, even on school campuses being

used as flyers. A poster can say a lot about a company and with the usage of a

couple words, images and colors a poster can be very valuable for a company.

Company Brochures 14

Loon Mountain will have an all-new brochure design that will incorporate

their new company identity. The brochure will have up to date information

on events and activities that the mountain will have throughout the various

seasons. The original company’s brochure was outdated and contained too much

information that made it seem clustered and poorly organized. This brochure will

be effective for people that are interested in the mountain’s activities and that

would like to plan activities for the future.

Company Magazine Covers 15

The magazine will be redesigned to look cleaner and organized for the

men, women, and children that would like to know what’s new with Loon

Mountain. The company will take advantage of the various seasons and beautiful

landscapes for their magazine cover. It will contain membership promotions,

discounts coupons, and also up to date events the company, mountain and also

community are planning on hosting for the future. The magazine also known as

Loon Mountain Magazine will be sold and distributed at nearby tourist attractions

and stores that sell newspapers and magazines publishings.

Company Magazine / Newspaper Advertisment 16

Loon Mountain’s new advertisements will look more refined with the usage

of their new typefaces Existence and Tenderness. These typefaces will give the

ads a cutting edge look with the thick and thin type. The numbers in the ads will

stand out and earth tone colors will give the audience a feel of simple and natural

outdoor living.

Company Postcard 17

Loon Mountain will market company postcards for people that would like

to send greetings to their loved ones. Loon Mountain always brought awareness

for animal safety like for example braking for moose and bears signs are located

all along the highways near the mountain. Incorporating animal awareness not

only for the highways but in the company’s image like postcards, gift items, even

planned fair events. This strategy will encourage people to be more cautious for

animal safety when approaching or residing at Loon.

Company Stationary 18

Loon Mountain will have re-designed business cards with the use of

the new company identity. The business card will stand out from competiting

companies that represents a four-season resort.

Relax Enjoy Life.

Relax Enjoy Life.

Kevin MarshallGraphic Designer60 Loon Mountain Rd .

Lincoln . NH . 03251http://loonmtn.com603-745-8111 / 1-800-229-LOON

Enjoy LifeRelax

nerountain Rd .H . 03251nmtn.com / 1-80

Relax Enjoy Life.

x Enjoy Relax

Kevin MarshallGraphic Designer60 Loon Mountain Rd . Lincoln . NH . 03251http://loonmtn.com603-745-8111 / 1-800-229-LOON

Relax Enjoy Life.

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Kevin MarshGraphic De60 LoLinh

Relax Enjoy Life.

Company Stationary 19

The company will also have re-designed business letters that will represent

the company’s new identity.

Company Product Design 20

In order to make money you need to be great at what you do. Loon Mountain

will use its new identity to make clothing, accessories, and even sports gear for men

women and children. Pets retailing coming soon next season.

Loon Mountain’s Spring 2012 Catalog




Company Electronic Media 24

Loon Mountain’s original website is clustered and unorganized. The

information on the page was too close to the advertisements which that made it

hard for users to find specific topics. The colors of the original website was very

vibrant and overwhelming which made it difficult for users to read. My plan for re-

designing the company website was to make a basic layout that was easy for users

to operate.

Company Original Website


The first changes I wanted to make to the company’s website was to have

a relaxing theme. I decided instead of using a flat background color I could use

a scenic picture of the mountain during various seasons that would embrace

different natural colors with the a balance of white space. Another thing I thought

about was to make the website attractable for modern culture. I decided to

incorporate live feed of a social network like twitter where people could twit

about their experience of the mountain. The social network could also be a way to

endorse seasonal events and promotional discounts to current members and new

customers.

Redesigned Website


While re-designing the company’s website I thought what other things

could I add that would give the website some more value to the public? I then

thought about the people that use the mountain on a daily basis, it later hit me

how much weather is important to the mountain and their customers. I noticed

that with the original website layout weather information was really hard to find. I

realized during the re-design the weather information was alot easier to locate for

even the people of basic computer skills.

Redesigned Website


Another thing that is big in modern culture is the use of technology. With

Apple being the biggest leading consumers in technology retail I decided why

not add an Apple app for Loon Mountain? I created two different apps for the

company one for the ipad which will be used as a short cut for users to instantly

browse Loon Mountain’s website by a touch of an icon.


The other app will be for the iphone, which will enable users to connect

to loon’s mobile site where they could get information on weather, events etc

instantly. The iphone and ipad app will help users be able to plan trips easier from

any location. Users can also upload pictures, videos, and be able to make tweets

on the loon twit wall straight from the app.

Conclusion Statement 30

In conclusion, the new branding identity I have created for the company is a

modern design that appeals to the general public. It will allow Loon Mountain to be

able to stand out from its competitors and grow in membership. With The new color

palette and design methods that I used the company’s publications and advertisments

will attract a wide variety of new customers. And last but not least the company’s

new electronic media and clothing concepts will not only attract the modern culture

generation but would also make the company’s branding line recognizable.

Extras 30

Here are some extra designs created for Loon Mountain.

Documents

Loon Mountain