Ice Castles is an award-winning winter attraction in colder regions of the United States. The magical experience is built using hundreds of thousands of icicles hand-placed by professional ice artists. The result? Mind-blowing frozen castles weighing in at 20 million pounds or more. But the company faced a major challenge.
As it expanded its business into warmer climates, company officials realized that towering ice castles wouldn’t always be possible. They wanted to capture the same magical experience while focusing on ice skating, ice sculptures, snowy landscapes and smaller frozen attractions. That’s how Winter Realms was born. And the new concept needed a whole new brand in a hurry.
Flight was tasked with messaging, brand visuals, website design and naming the new concept – all while planning a full-funnel media campaign to reach families and sell tickets across multiple states.
The branding effort was launched while the new attractions were under construction. With winter closing in, we huddled with our client to hear their needs first-hand. It immediately became clear that Winter Realms needed a distinct identity from its sister concept. But company stakeholders were adamant: the new brand had to convey the same sense of wonder, magic and enchantment as the original. So, we got cracking to build a mesmerizing new brand and consumer-facing website.
Flight’s design team hunkered down to deliver an exquisite brand on short notice. The results were nothing short of breathtaking. To call the Winter Realms brand magical would be an understatement. It is spellbinding. Hypnotic. A study in iridescent pinks and purples. Paired with storybook fonts and a timeless logo, it immerses the audience in a winter fairytale. On the new website, the brand came to life in undulating fields of color, shifting and morphing against a snow-kissed backdrop. Working together, the new brand and website transport the audience to a world of winter enchantment.
Throughout the campaign, we held weekly check-ins with the client to monitor ticket sales, KPIs and site analytics. We continually adjusted our media spend to capitalize on high-performing regions and audience segments. Tens of thousands of ticket sales later, we wrapped up a wildly successful season of “wintertainment.”
Our partnership with Winter Realms showcased our agility, attitude of service and jaw-dropping design skills. With more experimental venues on the horizon, we’re poised to extend our relationship with our valued client and create even more captivating entertainment brands in the years to come.
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