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Whitecap Backcountry Ski Lodge

Whitecap is a mountain adventure company dedicated to providing guided backcountry skiing and snowboarding trips in the South Chilcotin Mountains of British Columbia.

A long-term client, Whitecap asked Exhibit A: Design Group to re-evaluate their brand presence, provide recommendations, and develop a brand platform through storytelling that better communicates the distinct mountain experience at McGillivray Pass Lodge.

For more than 20 years, the Andrews family has toured and hiked together from their ‘winter home,’ the 2,000-square-foot McGillivray Pass Lodge. Built in 1972, the rustic log cabin is recorded as one of the earliest private backcountry lodges established in British Columbia. In 2004, McGillivray Pass Lodge and its surrounding 9,000 acres of tenured land became the home base for Whitecap Alpine, a commercial backcountry ski touring company. Managed by a father and son team, Ron and Lars Andrews, Whitecap Alpine is maintained in the family tradition of European mountain huts.

Because of our long-standing relationship—which grew out of a deep mutual understanding of mountain culture—Exhibit A: Design Group was an ideal fit to reframe, re-express and revitalize Whitecap’s brand for the future.

We came to agreement that Whitecap needed to express its story in a simple, straightforward manner that would work across multiple communication channels, and on mobile devices. We set out to communicate the story of a traditional authentic mountain experience that offers just the right amount of modern conveniences—in the most candid way possible.

Our strategic approach showcase the Whitecap experience through rich photographic streams of breathtaking mountain views, bottomless powder snow, delicious family-style food and happy clients, while providing sizeable chunks of compelling and useful copy for those inclined to read it. Tell less and show more. Larger imagery adds depth to the pages, while the straightforward navigational structure encourages prospective clients to focus on the visual experience and the overall feeling it conveys.

The site launched in late summer with the marketing objective to motivate and urge customers to book for the upcoming season. The website’s simple navigation ensures it is easy for site visitors to find important information. Its ease of use and impressive visual impact has received a lot of positive feedback. Whitecap’s website relays its brand story, connecting with both former and future customers allowing them to remember or imagine themselves touring the majestic backcountry, traversing steep slopes and making untracked turns in deep fresh powder while savouring winter’s beauty.

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