Branding and Strategy & Analysis
Unifying a vision for an all-season recreation destination.
The ask.
Nestled in the heart of Iowa’s Loess Hills, Mt. Crescent Ski Area was evolving. Under Pottawattamie County’s leadership, the 106-acre property was set to transform into an all-season recreation destination—one that honored its deep conservation roots while expanding its reach. To support this next chapter, the organization needed a new brand. But before that could happen, the team first had to align on a shared vision for its identity.
The truth.
Key decision-makers agreed on the need to increase awareness, but opinions varied on how to do it. Some felt strongly about preserving the “Crescent” name, while others were open to a fresh start. The term “Mount” also sparked debate, adding another layer of complexity to the brand’s identity.
On top of that, the park itself was changing. A recent 400-acre expansion officially connected Mt. Crescent Ski Area to Hitchcock Nature Center, requiring a clear positioning strategy. We needed to not only define the brand’s role within the larger county conservation system but also educate the public on how these spaces fit together under one unified experience.
The solution:
- Landscape & competitive research: We started with a research deep dive to uncover key insights and opportunities for differentiation.
- Discovery workshop: We brought the team together to define success from every perspective, ensuring all voices were heard. A key part of the discussion was evaluating the original name, examining “Mount,” “Crescent,” and “Hitchcock”, to understand its history, emotional ties and potential challenges.
- Positioning workshop: We defined the brand’s core values, personality and target audience to build a foundation for messaging and decision-making.
- Naming workshop: With varying opinions on the future of the name, we facilitated structured discussions to explore different directions and find common ground.
- Visual identity workshop: Before presenting logo concepts, we aligned on the brand’s desired look and feel, setting clear expectations for the creative direction.
The impact.
The result is a clear, unified identity, one that positions Crescent Hill at Hitchcock as an all-season recreation destination, rooted in conservation and built for generations to come.
Why it works:
- Preserves the history and familiarity of “Crescent”
- Removes confusion and negative sentiment around “Mount.”
- Reflects how many visitors naturally refer to the area as “The Hill.”
- Ties to the Loess Hills, sparking interest and education
- Strengthens the connection to Hitchcock Nature Center
“Your thoughtful approach led to a new vision for this area that considered several important components, gracefully blending them into one clean and fresh look that we hope inspires the public to engage with this space in new and exciting ways.”
Kylie Jacott
Community Outreach Manager, Pottawattamie Conservation
Early results.
- The new brand has been well received by team members, creating an exciting, four-season vision for the future.
- Community response has been positive, with visitors and local leaders embracing the vision.
- The brand identity sets the stage for future marketing, signage and visitor engagement, setting the team up for a strong launch and long-term brand recognition.
Ready to align your team and bring your brand to life?
At Ervin & Smith, we turn big ideas into strategic, unified brands. Whether you’re navigating a rebrand, launching something new, or aligning decision-makers around a shared goal, we’re here to help. Let’s build something great together.