Aspen Chamber Resort Association

Defy Ordinary

We’re all created equal. The rest is up to you.

Aspen, CO had a perception of being a winter mountain playground for the rich and famous, but few people knew about the brilliance of Aspen in the summer. It needed a brand position, and campaign, that embodied the true spirit of the destination and the remarkable people who call it home, to change its wintery perception.

Partnering with the Aspen Chamber, its stakeholders, and locals, we created Defy Ordinary. This brand position not only challenged visitors to come to Aspen and get more out of their lives and vacations, it rang true to the spirit of the people and the culture that help shape what Aspen is today. Through a series of web films, digital creative and a microsite, we brought the story of those who Defy Ordinary to life. We’re happy to say that since the brand campaign launch, Aspen has indeed defied ordinary, with summer visitation now surpassing that of winter.