Building the future on stories of the past.

Brief

When Schweitzer Mountain, a privately owned ski resort in northern Idaho, decided to expand with a new, Skylab-designed hotel and restaurant, they needed a master brand to tie the entire resort experience together.

Audience

Vacationers who are thirsty to venture from what they know, to discover genuinely interesting, one-of-a-kind spots. They want to be in on best-kept secrets and feel like locals.

Opportunity

Utilize the history of the people and small mountain town that established itself and thrived as a lumber milling town for 100 years, to create a brand with a rich backstory locals and vacationers alike will want to be a part of.

Concept

What do you get when cross the story of an old Swiss hermit living on a mountain with the history of a small town that established itself via the Humbird Lumber Company that became an enduring point of local pride? A modern hotel called Humbird, designed primarily out of wood that features modern takes on Bavarian pattern making.

Design

Humbird’s custom letterforms are inspired both by blackletter calligraphy, and rows of skis at rest. Variable lockups create a sense of discovery and surprise within the design system, translating especially well into landscape-like representations of mountain scapes and reflected landscapes. The Humbird color palette is inspired by high-visibility ski wear and contrasted against snow and sky conditions for maximum impact. The visual identity system also allows for interesting pattern play and mural solutions.