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 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

QUANTITY PRODUCED Grand Re-Opening Invitation set: 400 Biz Cards: 3,500 + masters Full Stationery System: 2,000 In-Room Collateral and Materials: ranges from 100 – 5000 depending on piece Menu Systems: range from 100 - 300 depending on piece Coffee Cups: 20,000 Apparel:  960 Custom Poker Kits: 2 PRODUCTION COST Grand Re-Opening Invitation set: $3,500 Biz Cards with Masters: $6,000 Full Stationery System: $10,200 All In-Room Collateral and Materials: $25,500 Menu Systems: $20,950 Coffee Cups: $3,650 Apparel:  $14,200 Custom Poker Kit: $1,600 PRODUCTION TIME 3 Weeks DIMENSIONS: WIDTH × HEIGHT × DEPTH Grand Re-Opening Invitation set: Grand Re-Opening Invitation Envelope: 5.5 in × 4.125 in Grand Re-Opening Invitation folded: 5.25 in × 3.875 Business Cards: 3.5 in × 1.75 in Business Card Stickers: 5 in × 1.125 in Directory of Guest Services: 14.25 in × 9 in; Folds to 7 in × 9 in Dinner Menu: 9 in × 14.5 in Wine Menu: 18.5 in × 11.5 in; Folds to 9.125 in × 11.5 in Spirits: 10 in × 11.75 in; Folds to 4.75 in × 11.75 in Dessert: 18.5 in × 11.5 in; Folds to 9 in × 11.5 in Generic: 10 in × 11.75 in; Folds to 4.75 in × 11.75 in Coffee Cups: 12 oz / 17 oz Custom Poker Kit: 13 in × 12.5 in × 8 in PRINT METHOD Offset Digital Silkscreen PAPER STOCK Mohawk Options Cool White Smooth: 130 lb DT cover, 80 lb Cover, 80 lb text Fasson Label Faux Leather in Red, Black, Copper, Aqua, and Plum NUMBER OF COLORS Invitation: 6/6 (CMYK + 1 metallic PMS + Varnish) Biz Card Master Bases: 4/4 + Varnish Labels: 2/0 Letterhead: 1/1 No. 10 Envelope: 3/0 Correspondence Card: 2/2 + Varnish Correspondence Card Envelope: 3/0 Select In-Room Collateral: 2/0 Coffee Cups: CMYK Directory of Guest Services Contents: Digital + 2 color Apparel: 3 color OTHER Die Cut Hand applied Stickers Emboss Blind Deboss Gold Foil Laser Engrave with Gold Fill Lots of Love

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.