Surf Hotel
From a weekend getaway to weddings and corporate retreats, the Surf Hotel offers guests the understated luxury of a European boutique hotel in the heart of the Rocky Mountains. Located in Buena Vista’s burgeoning South Main neighborhood, the opening of the hotel marks a landmark investment in the city’s growing reputation as a destination for adventure travel. Our team joined the project in the early phases of construction, with the goal of developing all branding and communications for a summer 2018 opening.
Inspired by Buena Vista’s exceptional natural beauty, as well as the relaxed sophistication of the hotel’s design, we developed a custom logo, core brand messaging, website content, lifestyle photography, menus, press releases and event materials to translate the vision of the Surf Hotel to a range of digital and print mediums. As the hotel’s programs and offerings have evolved, we’ve continued to support the brand by expanding its library of editorial-style photography, as well as developing various printed materials that provide a sense of unexpected luxury throughout guests’ stays.
LOCATION
Buena Vista, Colorado
PROJECT SCOPE
Logo Design (Full Property)
Brand Positioning + Copywriting
Photography
Creative Direction (Wordpress Website)
Menu + Printed Materials Design
The Opportunity
Sitting at the heart of the South Main neighborhood in Buena Vista, Colorado, the Surf Hotel was designed to elevate the tourism offerings in one of Colorado’s most beautiful adventure towns. With a world-class event space, immediate access to the outdoors and an aesthetic inspired by European boutique hotels, it was among the first higher end concepts to open in the region.
The Branding
The Surf Hotel’s logo design was inspired by the hotel’s riverfront views, as well as the architectural details of the property. The result is a blend of the natural beauty of the rushing river, with a font that evokes the timeless quality of wrought iron design accents. Since the property’s opening in 2018, we’ve also leveraged this branding for a series of print and digital materials, including letterpress business and gift cards, a custom room map of the property and event sales brochures.
We also developed complimentary branding for the hotel’s onsite concert hall, The Ivy Ballroom, and restaurant, Wesley & Rose. With its world-class sound system and professional lighting, we captured the Ivy Ballroom’s ambiance with a logo that literally shimmers with energy. For Wesley & Rose, we sought to reference the restaurant’s farm-to-table, relaxed cuisine with a font and logo mark that feel hand-drawn.
The Imagery
Beyond the incredible views and riverfront scenery, the hotel is noted for its beautifully curated architectural and interior details. As such, creating a library of evocative lifestyle photography—including editorial-style vignettes of guests, establishing shots of the location and zoomed-in snapshots of the property’s aesthetic—was an essential part of our creative process. Over the course of our client relationship, we’ve returned to the property to expand this image library, but are particularly proud that even the first set of photos have proved to be evergreen storytelling and marketing assets.
THOUGHTS FROM THE CLIENT
“It was truly a pleasure working with Cognoscenti Creative. This team of highly talented ladies was a perfect fit to help us bring the Surf Hotel and Wesley & Rose brands to life. The thing we appreciate the most about Cognoscenti is the collaborative nature and modern relevance they bring to their design while maintaining a timeless elegance. Passion is a clear mark of their work and makes working through the design process inspiring.”