Crescent Hill: Modernizing A Legacy Brand
Since the 1960s, Mt. Crescent Ski Area has been the place for people in Crescent, IA, Omaha, NE, and surrounding cities to shred some gnar without traveling far. In 2021, the ski hill was acquired by Pottawattamie County Conservation with big visions to turn the primarily winter destination into a four-season attraction.
To truly usher in the next era of Crescent, the city knew it needed an updated visual and verbal brand (and maybe even a new name). They also understood that for the launch to be successful, community engagement and buy-in were essential at every step. We started the rebrand with true collaboration as our ultimate goal.
Early workshop notes
After reviewing surveys and public input sessions the city previously conducted, I identified areas of synchronicity and conflict. Then, I used these insights to design a values and brand identity workshop to help key decision makers align on what mattered most for Crescent going forward.
With the general direction set, the team went to work. While my design partner explored logo options, I formalized values and created name and tagline options.
Logo + tagline + new values
After exploring 30+ name options, Crescent Hill at Hitchcock was the clear strategic winner because:
-It preserves “Crescent.” This solution keeps history alive and creates a bridge for those who didn’t want to change the name.
-It’s flexible. It acknowledges the land’s connection to Hitchcock Nature Center, but can be shortened to Crescent Hill as needed.
-It’s accurate (and educational). The name highlights how the recreation area is perched on the Loess Hills and removes false expectations created by calling it “Mount.”
-It’s relevant. Many locals already refer to the area as “The Hill.”
-It’s four-season friendly. Removing “ski area” from the name opens the door for all the new adventures on the way.
*This work was created in partnership with Kristen Kelly—an incredibly talented designer—during our time together at Ervin & Smith.