In 1891, four years after Telluride, Colorado was founded, the New Sheridan Hotel was built in classic Victorian style. Directional changes over the past few years left the hotel without a clearly defined brand position. Renovations in 2008 created an opportunity for Seattle-based design studio, Urban Influence, to address the entire customer experience. The new brand strategy capitalizes on the esteemed character of this historic town social hub, while grounding the brand in old-world service ideals. The solution is a distinct tactile experience that focuses on unprecedented attention to detail in every touchpoint. The same detail lavished on the interior design is reflected in everything from menu covers and uniforms to maps and to-go cups, for an unforgettable modern brand experience rooted in old world service.