Progress is Impossible Without Change: Removing a Brand Name’s Derogatory Word

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Presented by

Scott Sorenson, Executive Creative Director

About this talk

Leaving the resort formerly known as ‘Squaw Valley Resort’s’ offensive name behind, while still honoring everything that makes the place so beloved was the objective of this rebrand. Palisades Tahoe's new name and visual identity celebrate the resort's legendary past, while setting it on a more inclusive path toward a legendary future. Palisades Tahoe's teams worked with Struck, the resort's creative agency, to develop guidelines and implement the brand cohesively throughout every digital and physical application. With input from Olympians, professional skiers, resort employees, local historians, and members of the Washoe Tribe, we created a brand that everyone was able to feel proud of and invested in. Key Takeaways - Strategy: From initial research to concept testing, we ensured our work was on the right track by involving a core group of key stakeholders with deep connections to the resort. - Branding Approach: Discover how the logo brings together several iconic symbols from the area and includes significance for the Washoe Tribe. The custom typeface further sets the branding apart from other resorts. - Results: While we measured typical brand consumer KPIs and industry awards - all of which are meaningful- the greatest impact was on a human scale. When members of the Washo tribe, specifically the women, can return to their ancestral lands and once again feel welcome, that is what we are most proud of. About Scott Sorenson, Executive Creative Director A tenured creative leader at Struck, Scott has played a key role in many of the agency’s most noteworthy accomplishments over the years, including work for the Utah Office of Tourism, Universal Pictures, Snowbird, Altabank, UMOCA, and the Sundance Institute. He’s stewarded major branding exercises, creative collateral, and campaigns for clients across industries and has been honored for his work by the AIGA, AAF, and Communication Arts.

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