What with the beautiful summer weather we’ve been experiencing lately (ahem), it seemed the wrong time of year to be thinking about skiing. But working to brand and market a new company that offers exclusive chalets in Chamonix has involved getting our thinking caps (and bobble hats) on.

The company’s MDs came to us with a clear idea of their USP and very little else. The company had no name, no brand and no marketing. Our work started with naming the company. It needed to sound upmarket, memorable and not solely winter sports related as there is a growing market for summer holidays in the Alps. ‘Icona’ – an anagram of the MD’s surname, ‘Ciano’ – was chosen as the best solution.

From there the Blueleaf team worked closely with the clients to position the brand and create a memorable logo. Icona’s main USP is the service they offer. Both MDs are used to providing the highest standards of hospitality in their previous lives catering for millionaires in glamorous locations around the world and it’s this experience that they believe will set them apart from the competition.

Sadly, we’ve not yet visited Icona’s first chalet in Chamonix, but the photographs look incredible, as does the quality of food and hospitality on offer. We have just launched a mini-site for the company www.icona-chamonix.com, the full site will be launched very soon. So if you’re thinking of heading to the Alps this winter, we urge you to speak to Icona and ‘experience the difference’.