Alterra + Ikon Pass - Brand Naming

A name is more than a word, it’s a vessel of meaning. In 2017, powerful forces in the mountain-resort industry united to form a parent brand that would launch a new multi-mountain season pass. I led the team that did the naming work for both the parent brand, Alterra Mtn. Co, and the pass product, Ikon Pass.

Brand naming projects are unruly & often difficult. Don’t threaten me with a good time.