Canadian Ski Patrol is a 5000 member, highly trained network of volunteers providing advanced first aid and rescue to over 230 ski areas from coast to coast. The 75-year-old organization engaged Revolve to recalibrate their brand to ensure they are entering their next chapter with a brand strategy and identity enabling them to continue to thrive and evolve, with clarity of direction and message, both internally and externally.
Revolve leveraged our research experience to dig deep into the heritage, legacy and culture of Canadian Ski Patrol, building a custom online survey tool in English and French and facilitating discussions with staff, leaders, the board of directors and volunteers. Revolve listened to, collected and interpreted insights from a large group of diverse stakeholders, which informed Canadian Ski Patrol’s brand recalibration.
Using our proprietary Brand DNA approach, we refined and articulated the organization’s brand personality, benefits, target audience, values, vision, mission and brand promise. This deep level of knowledge and understanding of Canadian Ski Patrol provided creative guidance to a brand landscape which included updated language, new colours, brandmark, website interface and uniforms.
Canadian Ski Patrol’s brand recalibration has injected new confidence and optimism into the organization. Midway through the second season, more than 90% of patrols have adopted the new and distinct red jackets, accelerating the brand roll-out from its predicted five-year transition period. The skiing public has taken notice as well, with more people inquiring about the organization and what it takes to become a patroller. And for the first time in 20 years, membership has grown. “Our brand recalibration was one of the most significant and impactful decisions in the Canadian Ski Patrol’s history,” says Colin Saravanamuttoo, Canadian Ski Patrol President and CEO. “It has been foundational to everything we have done and continues to provide direction.”