Limelight Hotel

The Limelight Lodge opened in the 1950s, but nothing except the name remained after a new 126-room hotel was built in 2008. Now as a new, 4-star property in the heart of Aspen, CO, they needed to step outside of the shadow of the former lodge and establish a brand position that could drive demand and realize a full-service rate – despite not having all of the amenities commonly associated with a full-service property. Instead of competing with an outdated idea of luxury, we developed a new brand for the hotel and set off on a mission to tell the world to Lighten Up – redefining the four-star hotel experience. It began by dropping the “lodge” from their name as the refreshed property exuded everything but. We also designed a new, more contemporary logomark to accompany the shortened moniker and refreshed the overall design of the website. And of course, some new “lightened up” brand imagery was in order.

To encourage a little extra lightening up at happy hour, we stocked the bar with conversation starter coasters.

Aspen and fresh powder. As if you needed any more reason to come, we threw out an email blast to give a taste of the Limelight’s post pow amenities.