Whistler Blackcomb approached me to develop a premium seasonal publication that could extend the resort brand beyond traditional marketing and present Whistler as a complete alpine lifestyle destination.

We assessed the project across editorial, visual and production requirements and determined that the publication needed to function as more than a resort magazine. The objective was to create a cohesive piece of branded communication connecting mountain culture, fashion, equipment, travel and the Whistler experience within a single editorial and visual system.

Working directly with the Whistler Blackcomb marketing team, I developed the creative brief and established the overall editorial and art direction. From there, I built the content framework, production schedule and visual structure of the publication, coordinating editorial, advertising and original commissioned content through to final production.

A substantial portion of the publication was produced specifically for the project. I art directed, produced and photographed fashion, lifestyle, product and location stories throughout Whistler Blackcomb, determining how each shoot would support the larger visual identity of the publication. Production included casting, styling, location selection, transportation, scheduling and on-mountain logistics.

The same direction was carried through the physical production of the magazine. I worked directly with the print supplier on paper stocks, cover treatments, colour reproduction, proofs and prepress, reviewing the publication through final press approval to ensure that the finished object reflected the original creative intent.

The result was a fully integrated seasonal publication in which editorial strategy, photography, design and print production operated as one system—positioning Whistler Blackcomb not simply as a ski resort, but as a distinctive alpine culture and destination.