Ariens Nordic Center

We partnered with AriensCo Hospitality to develop the brand identity for a new premier nordic center with professional Biathlon training courses in Brillion, WI.

Ariens Nordic Center features a lighted trail network for cross-country skiing, a competition-grade biathlon target system, a robust snowmaking system with a 10 million gallon pond, paved roller ski loop, snowshoe trails, Nordic Playground for young and beginner skiers, designated dog-friendly trails and more.

Brand Identity, Branding, Design, Implementation, Social Media

The Challenge

All Seasons for All Ages

Creating a brand identity that can exude energy and creativity to appeal to all ages and activities for all seasons is neither simple nor easy.

The team at AriensCo Hospitality had no shortage of enthusiasm for this new venture and we had no trouble matching their excitement.

Together, we strategized on how to come up with a brand that has ties to a family of brands with a long history, but also stands strong on its own. A brand that resonates with many broad target audiences and skill levels. A brand that communicates a year-round element—activities for everyone, all year.

The New Identity

Northeast Wisconsin’s Premier Nordic Center

With a lot of coffee, strategy sessions and a great partnership, we came up with the current brand identity.

While designing a logo symbol with layered meaning, choosing the right typeface to beautifully accompany it, and creating a color palette that is uniquely suited—we also implemented a plan for consistent presentation across all channels, platforms and mediums, resulting in a curated look and feel across all touchpoints.

Since its launch, the brand has been met with an overwhelmingly positive response and continues to support and bolster growth for the new facility. Ariens Nordic Center even accelerated its timeline to host its first competition well ahead of schedule, which was met with nothing short of success.