Courmayeur has been a tourist destination for centuries, but to attract a new generation of visitors, it embarked on a journey to create a brand that exudes the Italian Alpine experience at its peak.
Courmayeur’s mayor and town council realized they needed to approach the gorgeous getaway like a Best Global Brand. The goal: to convey to global experience-seekers Courmayeur’s unique, authentic identity as the pinnacle of Italian spirit and high-altitude hospitality.
Courmayeur is magical, intimate, and unexplored—a place that offers the freedom to choose your pleasure, whether that’s eating fine food, skiing the slopes, or simply relaxing. It’s the gateway to the summit of all your desires, with particular Italian flair. Capturing all that Courmayeur is took analyzing all perspectives, including those of stakeholders, reviewers, visitors, and even competitors. The final brand proposition sums up the true experience: “Enjoying Italy at its Peak.”
A new logo and visual identity embody the immediately recognizable silhouette of Courmayeur, and Mont Blanc itself, with colors inspired by the landscape and a bold, unique typography that reflects the town’s spirit. The use of icons and a texture based on the contour lines of the town’s topography lend a visual richness, while the dynamic design has inspired new applications—from jackets and posters to mugs, aprons, bags, and snowboards.
The new identity has elevated Courmayeur from a beautiful place to an immersive ecosystem of products and services that people interact with—a truly radical transformation in how the city engages citizens, tourists, and partners alike.