The Cali Pass branding was created to bring together multiple California ski resorts under one cohesive identity; one that blends the laid-back, sun-soaked vibe of the state with the exhilaration of snow-covered mountain adventures. Designed to resonate across both Southern California and the Central Valley, the brand acts as a unifying thread, making it instantly recognizable no matter which resort guests visit.

A bright, playful color palette channels the state’s year-round sunshine, while hand-drawn typography adds an approachable, carefree personality. Subtle palm tree accents nod to California’s unique geography, where surf and snow often feel just a short drive apart. The overall look and feel captures the spirit of spontaneity, perfect for skiers and riders who thrive on last-minute road trips and weekend escapes.

Beyond aesthetics, the Cali Pass brand was strategically built to boost pass sales and strengthen loyalty among regional visitors. By evoking both the thrill of the slopes and the ease of access, it creates a lasting emotional connection that keeps guests coming back season after season.

Freelance Graphic Designer | January 2023