Mountainside at Northstar

Developing A Brand Identity

A LUXURY REAL ESTATE COMMUNITY IN LAKE TAHOE

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A literature nerd and a mountain climber walk into a bar. Bartender says, Help me create a brand for this real estate development in Lake Tahoe. Nerd says, OK, but there’s going to be a lot of Walt Whitman.

Mountainside was all about luxury and sustainability, building the perfect homes for families and outdoor adventurers right onto the ski slopes. And what’s more American than adventure?

So, inspired by the work and spirits of Walt Whitman and John Muir, I created a manifesto — A rallying cry calling out to the three distinct target markets: Tech entrepreneur adventure lovers, young families looking to stake their claim and American dream-seekers looking for a legacy home.


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After the tone was set — Bold, enterprising, timeless — we brought the brand to life, ensuring every touch point or takeaway was infused with an intriguing sense of wild refinement; an exhilarating dose of Manifest Destiny.

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Art Direction by the legendary genius Matthew Connolly