Branding, research, writing, typography, graphics, web, illustration, data visualization, API integration, copy, video, ecommerce

Tucked away in Northern Ontario’s Algoma country, Searchmont offers a stunning location in which to enjoy the biggest, gnarliest and most gratifying skiing, snowboarding and backcountry terrain east of Alberta and west of Quebec. With fresh lake effect snow from Superior blanketing this rugged pocket of the Canadian Shield, Searchmont’s 750 foot vertical runs, short lift lines and homegrown spirit make it one of Ontario’s best kept secrets.


Lumeo was retained to help revitalize Searchmont’s digital identity, energize its local consumer base and educate outdoor enthusiasts abroad.


We conducted interviews with partners, employees, local officials and outdoor enthusiasts as a starting point to reposition the brand. This helped shape a new narrative - how Searchmont’s legacy had evolved from an obscure local hill to having contemporary relevance as a premium backcountry destination. Thereby refocusing its market position towards a discerning audience that values authenticity and discovering new experiences.


All of which informed a vibrant, energetic new identity that’s visually dependent on kinetic imagery, color harmony and bold typography in creating a more significant brand attitude. Yet flexible enough to visually modulate and express specific brand attributes across various campaigns.


Lumeo developed the "Your Backyard Just Got Bigger" campaign concept and look and feel to inspire and educate an existing and new consumer base. A priority of the campaign was to cultivate a more targeted communications strategy based on known consumer parameters that would identify and connect with audiences for increased and quantifiable returns.


The online platform was built around synergistically interconnecting both style and substance. So as slick visuals easily guide users the backend eliminates bottlenecks and offloads on-sight consumer-facing administrative tasks. Nowhere was this more predominant then the booking department, our team worked with an industry leading reservation company in developing a tailor-made booking engine. Custom built to be brand specific and integrate effortlessly throughout Searchmont’s numerous media platforms. We worked with several departments in modernizing their online offerings all aimed towards decreasing the guests “wait time” while maximizing their “play time”.


Searchmont is located among rock formations formed millions of years ago, some of the oldest rock in the world.

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4234 I-75 Business Spur

Sault Sainte Marie, MI


348 Haviland Shore Dr.

Goulais River, ON


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