The challenge with any rebrand is to allow the brand to maintain some of its heritage while reimagining it in a way that is more suitable for the primary customer audience. Such is the case with the New Sheridan Hotel in Telluride, Colorado. Granted, a hotel in Telluride can probably survive on a cut-and-paste branding job, but a smooth branding job can help make a hotel feel like something memorable, the kind of place that unlocks lavish memories of that one GREAT ski trip. A smooth and deluxe look is what Urban Influence gave the hotel that’s been on site since 1891, decades in advance of Telluride becoming a ski vacation hot spot. The true trick of Urban Influence’s job here is how they preserved the legacy of the location. By consciously staying away from distressing techniques or other themes to imply vintage, they designed everything as if they were sitting in 1891 to do the same task. The resulting branding has a timeless, respectful quality with zero pomposity.