The Outrider
THE BRIEF
Develop an engaging name and brand identity for a modern adventure lodge, helmed by a pair of entrepreneurs who were new to the hospitality market. Brand positioning and strategy should be rooted in the rich history and traveler demographics of Manitou Springs, while also allowing for potential expansion of the concept to other markets.
LOCATION
Manitou Springs, Colorado
SCOPE
Brand Development:
Market Research
Positioning
Brand Identity:
Naming
Tagline
Messaging
Logo Design
Custom Illustration
Brand Guidelines
The Opportunity
While Manitou Springs has long been an iconic destination for road-trippers and outdoor enthusiasts, the hotel stock in town is surprisingly narrow—dominated by dated inns and vintage motels. The founders of this concept had purchased and planned an extensive renovation for one of the roadside properties, with a vision to serve the more design-forward, community-centric expectations of modern adventure travelers.
The Challenge
Whenever we work on brands for adventure- or outdoor-oriented concepts in the mountain west, avoiding common tropes becomes central to our work. So rather than follow the logical path from “The Outrider” name (to horses and cowboys), we carefully considered the unique landscape around Manitou Springs and the types of wildlife that inhabit that environment. As a resourceful hunter with a slightly mischievous energy, the coyote stood out among the many scouts and scavengers we considered, while pairing it with a north star added a clear sense of confidence and direction. The cohesive result is a wild, yet welcoming brand—one that sees what others miss and leads guests toward meaningful experiences.
The Name
In developing a naming strategy, one of several themes we considered was the long history of intrepid explorers and native tribes who had explored the Pikes Peak region. Yet rather than exclusively speaking to experienced adventurers, this name needed to appeal to roadtrippers and more casual outdoor enthusiasts. The vision of an “outrider”—an individual who breaks trail or rides ahead—spoke to many different types of travelers, sparking a sense of open-minded curiosity that aligned with the broader vision for the hotel.
THOUGHTS FROM THE CLIENT
“From our very first conversations [with Carly and Lauren], it was clear they were not interested in rushing to an answer. They slowed the process down in the best way, asking thoughtful questions and really listening to what we were trying to build. That made us feel heard and understood, which is rare in a creative process like this.
In an industry full of look-alike brands and recycled ideas, they helped us uncover something that actually felt like us. They did not just name the hotel or design a logo. They helped us articulate the story, the feeling, and the sense of place we want guests to experience the moment they arrive.
By the end of the process, we were not just confident in the brand. We were excited to build around it. We recommend them wholeheartedly to anyone looking for branding that is original, intentional, and deeply personal.”