BRAND DESIGN AND DEVELOPMENT / WEBSITE DESIGN AND DEVELOPMENT
Soho Basin is new, yet it's like the first days of popular skiing in the 1930's, when it was an adventure and a privilege to discover new runs.
Soho Basin is situated in two high alpine basins at the head of Soho Creek. Set amongst the Southern Alps of New Zealand it overlooks the spectacular scenery of Queenstown and the Wakatipu Basin with amazing alpine views beyond to the peaks of the main divide.
Inspiration for the Soho Basin branding comes from an era when skiing was as much exploration as it was adventure. The brand team drew on design concepts popular in the 1930's to connect these inspiration points with this startup ski resort. We felt strongly that Soho Basin should by-pass the typical ski resort design ideas of the 70's and 80's, and draw a relationship with an era when skiing first became popularized.
Our inspiration was also taken from pioneering clues found in America. We travelled to Yosemite National Park in California, picking up clues to an era when mountain lodges and considerable effort were all part of a wilderness leisure experience. The U.S. National Parks system contains some very relevant and well preserved references to the 1930's era, and we found inspiration in the smallest details of signage, posters, and architecture.
This brand development project is in its very early stages, with the story developing over the next few years. We have great ideas for Soho Basin, so watch this space.