The New Sheridan

Brand building for the oldest and badest trailblazing hotel in Telluride

Client

Auto Approve

Timeline

8 Weeks

Services

Branding

Strategy

Video + Photo

Website

AutoApprove.com

Standing out from the crowd while building trust

When Auto Approve came to us, they were facing a common challenge. In worrying about creating a brand that felt trustworthy, they had overcompensated and ended up with branding that lacked magnetism. We came in to help them transform their look and feel, building a brand that better fit with their technology-first approach and customer-centric values. With fresh new brand colors; engaging, humanizing graphics; and a friendly, simple copy voice, the result was a still-trustworthy brand that couldn’t help but stand out.

Challenge

Define a unique brand message.

Solution

Building a brand with purpose.

Result

Brand awareness, customer loyalty & sales.

Keeping a Legacy Alive

During the San Juan Mountain gold rush, the city of Telluride served as a waypoint for the steady stream of prospectors. In 1891, The Sheridan Hotel was constructed to board these passer-bys on their way to strike it big. As Telluride’s fortune switched from gold to snow, the Hotel adapted, keeping the legacy alive. Prior to Hotel’s recent renovation, we saddled up to trail-blaze a complete brand refresh. With a story that tells itself, we pulled from the Hotel’s historic elements to create an immersive brand experience targeting a bustling mix of ski bums and luxury tourists.

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Striking It Big

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Step and Repeat

Renowned English hotel designer Nina Campbell was brought onboard to design the interior wall coverings, textiles and accents for the hotel. We collaborated directly with Nina, developing a bespoke set of patterns to use across the New Sheridan’s various branded collateral, from menus and coffee cups to custom uniforms for the New Sheridan staff. We worked hard to make the patterns appropriate to the hotel’s history and geography, and ensure a cohesive experience across all applications.

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Mapping It Out

This will be copy about the custom map that was so cool, people would steal it. Also, the Telluride Visitor’s Center wanted to carry it. Brand lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Contact

Let's start building your brand's unique story together.

Want to see what a difference a strong brand can make? Request a consultation today.