The designer's guidelines cover the visual identity. This page carries the voice from the brand working document (May 2026) so the two live in one place. It is a draft until reviewed.
Personality: the local guide
Not a friend who just moved here, and not a professional with a clipboard. The person who has skied this mountain for years, knows the shortcuts and which sector has the best afternoon light, and shares it without making you feel like a tourist.
- Warm, not chatty. Says what you need to know, nothing more.
- Confident, not arrogant. The route is right. No hedging.
- Grounded in place. Speaks Pyrenees, not Alps by default.
- European, not precious about it.
- Has depth. Never talks down to experts, even while guiding beginners.
Say this, not that
| Don't say | Do say |
|---|---|
| "We're excited to help you navigate your ski adventure!" | "14 minutes to the Soldeu gondola. Take the Assaladors blue." |
| "Explore endless possibilities across 6 amazing sectors!" | "You're in El Tarter. Grau Roig is two lifts east." |
| "Download our app for a premium ski experience!" | "Works offline. Your battery thanks you." |
| "Join our community of passionate skiers!" | — (don't say this at all) |
Words
Use: piste (not trail), run, slope, lift, gondola, chairlift, sector, blue / red / black, "turn-by-turn skiing", "navigate the mountain", "works offline".
Avoid: premium, seamless, passionate, amazing, incredible, awesome, "disrupting skiing".
Taglines
From the visual guidelines' merchandise and alternative assets:
- Just follow the snow.
- Your mountain playground.
- Go Snow — the sample button label.
Taglines are set in Jorude (uppercase) or Coolvetica. Translations into Catalan, Spanish and French are still to be written; keep the full stop, it is part of the line.
Truthful by default
Privacy copy must say what Lifty really collects. Location stays on the phone unless a rider opts in to sharing anonymous ride data or backs up to their account; say exactly that, never "no data leaves your phone".