The three leading ski tour operators, Nortlander, Slopetrotter and Danski, recently merged under a new mother brand called Skinetworks. We needed to communicate clearly that the three companies are endorsed by Skinetworks, as well as the need to give each of them a distinctive identity with a more differentiated target group strategy.
We started out by making the endorser strategy and defining the positions for each of the three companies. We analysed unique assets and personality traits and defined three focused segments: Nortlander now represents the more luxurious ski tours with a main delivery on quality experiences. Slopetrotter is characterised as being the value-for-money tour operator and appeals to the younger segment, and finally Danski, which has now become focused on family trips.
We designed a visual architecture for the mother brand that links the three different sub brands together with Skinetworks. Using a clear common thread marked by the logo structure, we developed a tone of voice for each brand to match the different target groups and each brand. The endorsement strategy is externally communicated with the three words ‘Powdered by SKINETWORKS’ on all three brands.