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.
FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.
FPO uses Fonts.com to render Siseriff and Avenir Next.
FPO is run with Six Apart’s MovableType
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UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX. More…
blogs we publish
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.
events we organize
Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.
Brand Nieuwe Conference / Ditto but in Amsterdam.
Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.