India Myers - Slifer Smith & Frampton

Slifer Smith & Frampton

COLORADO CALLING.

Slifer Smith & Frampton’s origin story is deeply rooted in Vail’s ski community—a place the three founders had dedicated their lives and careers to—but the company had expanded far beyond Vail, into markets ranging from Aspen to Boulder. We developed the Colorado Calling brand mantra to build a campaign that not only acknowledged their expanded footprint but also showcased the vibrancy of the culture present within the company.

Colorado's real estate company

This work led to the brand mantra, Colorado Calling—a simple articulation of the emotional connection to people, place, and purpose that sit at the heart of the Slifer Smith & Frampton brand. To carry this forward, we crafted six brand principles that serve as non-negotiables guiding everything they do.

Colors of Colorado

In pursuit of being seen as a Colorado company, not just a Vail company, we expanded the color palette to reflect broader regional influences. Natural and regal, the colors provide a range of tones that elevate the campaign.

Icon as frame

Inspired by the three bars in the Slifer Smith & Frampton logo, we developed a visual system that would set the stage for every narrative to play out—ensuring consistency and reinforcing the brand in fresh, new ways. The framing convention was designed for flexible implementation, with adjustable orientation and sizing, allowing the system to perform across all media and channels.

Leveraging the name

Another important consideration of the campaign was how we would leverage the company name. A bit of a mouthful, "Slifer Smith & Frampton" felt like it demanded some playfulness to accurately represent the people behind the brand. With this in mind, we introduced a dynamic, expressive typeface within the system.

Typographic maps

To further celebrate Colorado, we expanded on the dynamic type system to create typographic maps that boldly showcased the new color palette and illustrated Slifer Smith & Frampton’s reach and influence.

An emphasis on people

The people at Slifer Smith & Frampton embody the brand’s values and Colorado Calling, while also serving as stewards of both. To extend the campaign’s theme, we worked with two local Colorado photographers to capture the team in their environments. To maintain visual consistency between the two, I developed a photoshoot brief and a photography style guide.

One website to unite the entire campaign

After the content strategy and copy were developed for the brand campaign website, I began work on the visual design. The site’s purpose was to tell the company’s story, feature its people prominently, and communicate its core purpose and strong connection to Colorado—for both brokers and consumers in the region.

Brand campaign guidelines

As the engagement came to a close, I built out 100+ pages of brand guidelines, developing rules and restrictions to serve as a roadmap for future deliverables.