A new brand for Intrawest and Starwood Capital, this proposed property was breaking new ground in Mammoth Lakes, California. What was to be the flagship of property development for their resort, Altis IV required a slick, urban design sensibility to portray contemporary New York-style lofts with their panoramic views. Mercer was asked to come up with an exclusive brand that was unlike anything else in the competitive market of alpine resort real estate.
Altis was named for being the ‘pinnacle’- meaning the highest altitude or frequency, of alpine resort homes. It clearly was a league above the others with its slopeside location, floor to ceiling glass windows and roof-top swimming pools. The birth of Altis offered a vision beyond their expectations. Mercer was involved in strategy, naming and identity development that included advertising, media, interactive story stations, corporate collateral, web, sales materials, and multiple DC's.