NEKOMA MOUNTAIN REBRANDING

Nekoma Mountain was born when two mountains—former Alts Bandai and Nekoma Ski Resort in Fukushima Prefecture—were connected by a skilift, creating one of the largest ski areas in Japan. Loved by countless skiers and snowboarders both before and after its establishment, Nekoma Mountain continues to be a cherished destination.

For this rebranding, the main target was set as people in their 30s and 40s living in urban areas—former ski and snowboard enthusiasts who, amidst the busyness and stress of everyday life, now long to immerse themselves in the natural joys of winter, once again.

Nekoma Mountain is neither a student-focused resort nor an ultra-luxury retreat, but rather a field where untouched nature spreads out before you. With this in mind, monopo proposed the concept of “A ski resort that inspires awe for the winter season”, a place where guests can fully savor the richness of winter itself. This includes heartfelt hospitality, fleeting snowscapes that can only be experienced in the moment, and the enhanced beauty of the mountains made possible through the connection of the two areas.

By capturing the depth of the snow, the nuances of nature, and the authentic joy of people playing within it, Nekoma Mountain conveys a unique emotional value that sets it apart from any other resort.

Although not part of the original brief, we developed a main copy line to help people grasp the essence of Nekoma Mountain more intuitively. It embodies the brand’s worldview: not just leisure, but an experience that moves the heart in the face of winter’s harsh yet beautiful nature.

Aimed at adults in their 30s and 40s who were once passionate about winter sports, the copy uses slightly provocative words to awaken their long-forgotten sense of adventure. It gently reignites the desire for the unknown, something often lost in city life, and encourages adults to take on the challenge once again.

For the key visual, instead of the typical contrast of blue skies and pure white snow, we captured a fleeting moment of a snowboarder falling deep into the snow. This visual expression reflects Nekoma Mountain’s attitude: embracing the harshness of nature, while celebrating the adventurous and challenging spirit that comes with it.

For the brand video, we focused on capturing natural expressions and movements rather than staged performances—immersing viewers in authentic moments of play. Local professional snowboarders were also cast to add dynamic scenes, while the production team itself consisted of experienced skiers and snowboarders, enabling them to adapt flexibly to snow and weather conditions. Shooting schedules were modified drastically to align with the forecast, staying fully responsive to nature’s ever changing conditions.

We also incorporated extensive POV (point-of-view) shots to give viewers the sensation of being right there on the slopes and experiencing every turn firsthand.
More than stunning visuals, the video captures the thrill and joy of the moment, inviting viewers to step into the adventure and experience the raw emotions of winter firsthand.

The key visuals and videos produced for this project were designed with long-term use in mind—spanning several years and adaptability across multiple platforms. From websites and brochures to social media ads, trade shows, and in-resort screenings, the assets were created to live in diverse contexts.

To achieve this, we developed multiple variations of each deliverable, providing the client with a flexible set of creative assets. By building a consistent and enduring library of materials, the strategy ensures that Nekoma Mountain’s unique worldview will continue to take root and resonate over time.

We warmly invite you to visit and “Feel the Wonder of Winter” at Nekoma Mountain.