For Print Only

A Division of UnderConsideration

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Quantity Produced

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Production Cost

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Production Time

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Dimensions (Width × Height × Depth)

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Page Count

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Paper Stock

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Number of Colors

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Varnishes

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Binding

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Typography

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If it were up to me, I would avoid the big hotel chains in favor of smaller, one-of-a-kind local digs whenever I travel—unfortunately this is not always possible. In either case, I like to scrutinize the small, medium or large enterprise that becomes my home for a night or more. Now, if only I could find a way to stay at the New Sheridan in Telluride, Colorado.

In 1891, four years after Telluride, Colorado was founded, the New Sheridan Hotel was built in classic Victorian style. Over the past few decades, directional changes left the hotel without a defined brand position. Renovations in 2008 created an opportunity for us to address the entire customer experience. The new brand strategy capitalized on the esteemed character of this historic-town social hub, while grounding the brand in old world service ideals. The solution called for a distinct tactile experience, focusing on unprecedented attention to detail in every touchpoint. From custom debossed menu systems and embroidered uniforms to brochure maps and decorative to-go cups, the New Sheridan’s brand experience evolved to entice and engage the modern day leisure traveler.

I am rather particular to the many tactile solutions that span the materials, the minute details in each piece and the color palette which is truly fantastic.

Invitations for Every Occasion

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New Sheridan Hotel Brand Collateral

Production Method

Design

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Printing

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This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author

Bryony

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter

Date Published

April 21, 2010

Filed Under

Identity Materials

Tagged with

CMYK
die-cut
emboss
foil
identity materials
leather
metallic ink
mohawk
PMS
sticker

\n \n \n \t\n \t\t\t\n \n \n \n \t \n

\n $\"Project$ \n

DESCRIPTION

New Sheridan Hotel Brand Collateral

CLIENT

New Sheridan Hotel

DESIGN CREDITS

Urban Influence
Creative Direction: Pete Wright
Art Direction: Stephanie Frier
Designers: Dana Deininger, Mike Mates, Chaun Osburn, and Julia-Anne Bork

\n \n

PRINT CREDITS

Stationery, invitation, in-room collateral, brochure: Quality Press
Menu System: Mastercraft of Seattle
Coffee Cups: Visstun
Poker Set: Poker Chip Lounge
Apparel: Corporate Promotions

TYPE CREDITS

Adobe Jenson Pro
Geometric Slabserif 712
Corvinus Skyline\n

\n $\"Production$ \n \n

QUANTITY PRODUCED

Grand Re-Opening Invitation set: 400
\nBiz Cards: 3,500 + masters
\nFull Stationery System: 2,000
\nIn-Room Collateral and Materials: ranges from 100 – 5000 depending on piece
\nMenu Systems: range from 100 - 300 depending on piece
\nCoffee Cups: 20,000
\nApparel: �960
\nCustom Poker Kits: 2

PRODUCTION COST

Grand Re-Opening Invitation set: \$3,500
\nBiz Cards with Masters: \$6,000
\nFull Stationery System: \$10,200
\nAll In-Room Collateral and Materials: \$25,500
\nMenu Systems: \$20,950
\nCoffee Cups: \$3,650
\nApparel: �\$14,200
\nCustom Poker Kit: \$1,600

PRODUCTION TIME

3 Weeks

DIMENSIONS: WIDTH × HEIGHT × DEPTH

Grand Re-Opening Invitation set: \nGrand Re-Opening Invitation Envelope: 5.5 in × 4.125 in
\nGrand Re-Opening Invitation folded: 5.25 in × 3.875
\nBusiness Cards: 3.5 in × 1.75 in
\nBusiness Card Stickers: 5 in × 1.125 in
\nDirectory of Guest Services: 14.25 in × 9 in; Folds to 7 in × 9 in
\nDinner Menu: 9 in × 14.5 in
\nWine Menu: 18.5 in × 11.5 in; Folds to 9.125 in × 11.5 in
\nSpirits: 10 in × 11.75 in; Folds to 4.75 in × 11.75 in
\nDessert: 18.5 in × 11.5 in; Folds to 9 in × 11.5 in
\nGeneric: 10 in × 11.75 in; Folds to 4.75 in × 11.75 in
\nCoffee Cups: 12 oz / 17 oz
\nCustom Poker Kit: 13 in × 12.5 in × 8 in

PRINT METHOD

Offset
\nDigital
\nSilkscreen

PAPER STOCK

Mohawk Options Cool White Smooth: 130 lb DT cover, 80 lb Cover, 80 lb text
\nFasson Label
\nFaux Leather in Red, Black, Copper, Aqua, and Plum

NUMBER OF COLORS

Invitation: 6/6 (CMYK + 1 metallic PMS + Varnish)
\nBiz Card Master Bases: 4/4 + Varnish
\nLabels: 2/0
\nLetterhead: 1/1
\nNo. 10 Envelope: 3/0
\nCorrespondence Card: 2/2 + Varnish
\nCorrespondence Card Envelope: 3/0
\nSelect In-Room Collateral: 2/0
\nCoffee Cups: CMYK
\nDirectory of Guest Services Contents: Digital + 2 color
\nApparel: 3 color

OTHER

Die Cut
\nHand applied Stickers
\nEmboss
\nBlind Deboss
\nGold Foil
\nLaser Engrave with Gold Fill
\nLots of Love

\n \n $\"---\"$ \n \n

IMAGES HAVE BEEN PROVIDED BY THE DESIGNER: www.urbaninfluence.com

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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.

online

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.

publishing

The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.

Writing

Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.