Cognoscenti Quarterly: A return to our hospitality roots.
Over the past few years, our portfolio has increasingly included branding for architects, designers, wellness practitioners and even multifamily concepts. Yet even when we play outside of the hospitality sandbox, so many of the lived experiences and collected references that drive our creativity come from the world of restaurants and hotels.
So in this issue of the Cognoscenti Quarterly, we’re getting back to our roots—featuring a handful of the Colorado collaborations (and one work-in-progress on the East Coast!) that have filled our sails over the past several months. From two mountain town hotels—with very different personalities—to one incredible opening from a first-time restaurateur, it’s been exciting to work with other local entrepreneurs who are deeply invested in serving and reflecting the unique charm of their communities.
Last but not least, you’ll spot a feature in YOLO Journal where we chat about the off-season charms of Aspen—perfect timing for planning a fall foliage trip! And as the world increasingly contends with AI-driven content, we reflect on the fact that there’s never been a more important time to define your brand’s POV.
THE OUTRIDER
Manitou Springs, Colorado
Brand Positioning, Naming, Visual Branding, Core Messaging
Envisioned as an inviting, social “adventure lodge” for road trippers and outdoor enthusiasts, this project began its life as a run-down roadside hotel. Though working on an ambitious timeline, the founders of the project sought our brand guidance before beginning construction, using our positioning and identity work as inspiration for their interior design and construction teams. In developing a story for this concept, our challenge was to avoid common tropes about the mountain west, drawing nuanced inspiration from the layered history of Pikes Peak explorers, Manitou Springs’ wellness resort origins and the retro roadtrip aesthetic that dominates much of the town.
MADELINE
Denver, Colorado
Visual Branding, Core Messaging, Website Design, Photography
The first independent restaurant concept from Chef Quincy Cherrett, Madeline was envisioned as an elevated neighborhood restaurant that reimagines beloved bistro classics with surprising moments of nuance. Our brand process was guided by Chef Quincy’s subtle approach to elevating classic dishes and influences from a broad range of culinary cultures, as well as his passion for growing and sourcing lesser known ingredients. As we joined the project in the final sprint toward opening, we collaborated closely with both the client and the PR team to support timely media outreach, the creation of signage and other collateral needs.
THE RED HOTEL
Morrison, Colorado
Brand Positioning, Visual Branding, Core Messaging
Envisioned as both a boutique hotel and a “front porch” for the town of Morrison, this inviting property sits just minutes from the famed Red Rocks Amphitheater. While providing elevated lodging for music lovers was central to the business plan, it was also essential that the hotel have its own clear sense of identity. As we further explored the concept and the four co-founders’ various influences, an appreciation for artisanal craftsmanship, connection with nature and meaningful community began to emerge. In turn, the Red Hotel’s story became deeply intertwined with the rituals and rhythms of Foothills living—an entry point for travelers to connect more deeply with the surrounding landscape and community.
WORK IN PROGRESS ⊹ HOTEL RESTAURANT
After operating an upscale seafood concept for just over a year, this Marriott-affiliated property in Washington, D.C. was seeking a significant pivot to its onsite restaurant. With a tight timeline in place, we were recruited to guide not only the branding process, but also to contribute to the larger strategic vision for the property’s market positioning and creative direction. Layering Americana nostalgia with a touch of global flavor, this all-day eatery is intended to be both enticing and approachable for a wide range of business and leisure travelers, while also speaking to the downtown workforce. As a spring opening approaches, we’re excited to offer a sneak peak of the aesthetic influences driving this ongoing collaboration.
IN THE NEWS ⊹ THE ASPEN LIST
“Growing up on the East Coast, we only knew of Aspen as a winter destination for the uber-wealthy. Yet over more than a decade of living and running a hospitality-focused branding studio in Colorado, we’ve discovered a more inviting side of this renowned mountain town—a place more in line with the beauty of the passing seasons than the sheer cost of the real estate. So while we still love a powder-filled day on the slopes, you’re more likely to spot us on our annual fall pilgrimage to the Roaring Fork Valley: the perfect time to bask in the stunning hues of the changing aspen leaves…”