Aspen Experience The Jazz Aspen Snowmass Festival
Aspen Experience is an annual VIP event hosted by Compass Colorado.
Open to a select number of top-performing Compass agents, nationally, agents descend upon Aspen for a weekend of networking, activities, and world-class musicians, all centered around three days of entertainment at the Jazz Aspen Snowmass Festival.
Objective
The objective was to design a versatile visual system for diverse customer touch points across various platforms, incorporating concept, language, logo, color, typography, and photography.
The campaign’s message, “We Are Family,” reflects Compass, its agents, and their extended families, as a unified entity. The concept was inspired by CEO Robert Reffkin’s upbringing by his single mother, who worked as a real estate agent and is now with Compass.
Logotype
The logotype is a customized ultra bold cut from Compass’s Compass Sans family of fonts. Its compressed tracking was inspired by typography found on 1930’s Swiss ski posters, designed by Swiss-born American photographer and graphic designer Herbert Matter.
Responsive Framework
The logotype is responsive to a variety of forms and environments, both tactile and digital, allowing for diverse and dynamic layouts.
Color & Photography
The translucent color palette pays homage to the diversity of agents, drawn from various regions across the nation, each with their own unique backgrounds and diverse experiences. Together, they unite as a single, unified family—Compass.
The campaign’s imagery invites viewers to adopt the perspective of a homeowner, positioned indoors and looking out onto Aspen’s landscape. Tactile qualities of wood and foliage are juxtaposed with the landscape imagery, fostering an intimate connection with the terrain.
Print Media
A variety of print assets were designed, including Colorado-targeted magazine advertisements, one-sheets, newspaper announcements, and double-sided posters.
Digital Media: Social
A social media library of assets was designed to encourage agent participation, share their pride in Compass, and celebrate their own family members, whether they be a son, mother, grandmother, and more.
Digital Media: Registration Splash Page
Out-of Home Activation
Swag Material
T-shirts, cocktail coasters, and tote bags were designed for employees and agents to convey their pride and investment in Compass.
Personalized Agent Suite
Packaged in a personalized bag, this exclusive suite was designed for the purpose of giving agents the opportunity to buy into a personalized print advertisement, t-shirt, tote bag, beverage coaster, double-sided business card, social assets, and double-sided poster.
The campaign messaging transitioned from “we are“ to “I am“ for this personalized asset suite.
