Nearly a decade ago, Sun Peaks approached me to help shape the visual identity of their bike park - a series of trails steeped in mountain bike history with a cult following and lofty ambitions for growth.
Over the years that work evolved from shred-focused storytelling to full-on campaign direction, defining the voice of the Resort through campaigns across Sun Peaks Resort Corporation, Tourism Sun Peaks, and Sun Peaks Bike Park
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The consistent creative challenge has been asking myself how we can make a mountain resort feel like a community..
Asking how to go further than making spectacle of trails or terrain, and answering with creative direction that calls for a people-first approach to the true atmosphere of a Sun Peaks... Representing the local folks who breathe life into the space, and the connection visitors feel when they step into that world.

This approach has helped Sun Peaks find it's voice and hold it across  development from a niche destination with a cult following, to becoming a world class destination where any guest feels a sense of belonging.
All without pretending to be something it's not.