Elevated Performance
I led multiple teams in building ASPENX, Aspen Skiing Company’s luxury performance brand, from the ground up. At its heart was a clear position: performance at the intersection of nature and luxury. I guided that idea through every expression of the brand, from its identity and product experience to the flagship retail store at the iconic base of Aspen Mountain.
📍 Defined Brand Position
✨ Built Luxury Identity
🏳️ Created Flagship Experience