The Wilson Hotel, which opened summer 2019 In Big Sky, Montana, took design inspiration from the historic architecture found throughout the state—an overt nod to the grand hotels of Montana’s past. Its name is also a local reference to nearby Wilson Peak that overlooks Big Sky.

Operating as a Residence Inn by Marriott, The Wilson Hotel offered a chance to bring a major hotel brand to the area and provide Big Sky travelers and Yellowstone Park vacationers a hotel option that would match the quality standards and superior customer experience they’re accustomed to in larger cities. It’s a restful escape for guests to discover, enjoy and connect with nature and the surrounding environment, and it adds to Big Sky’s appeal.

EBD was tapped to create a distinctly authentic brand for this getaway that reflected the ethos of Montana– friendly, approachable and hospitable—and to establish the hotel as THE place to be in Big Sky’s new Town Center Plaza. To position The Wilson Hotel as the highest in comfort, elegance and local charm was the easy part. But to establish the brand in such a way that would continue to honor the geography and culture, and execute it while in partnership with a national hospitality chain, was a unique opportunity.

In order to achieve this, we leaned into Montana’s historical roots and sensibility which we channeled into a contemporary brand identity. Selecting a classic and elegant color palette of blue, cream and gold gave the brand a refined look which complemented the vintage, red brick building façade.

To position The Wilson Hotel as the highest in comfort, elegance and local charm was the easy part.

Then we solved the co-branding issue. Working within Marriott guidelines, we established primary, secondary and accent logo marks that feature Wilson while ensuring the Marriott brand is still prominent. We also developed usage guidelines for visual hierarchy and determined when and where each should be used in all of the varying mediums and applications.

The final step was to develop a comprehensive brand system for The Wilson Hotel, from operational collateral and advertising, to merchandise, interior and exterior signage—even the hotel shuttle-van wrap and custom bike decals!

When you visit, you’ll see the large corner sign with an iconic vintage-inspired clock. Truly a visual point of interest and landmark for The Wilson Hotel—the anchor of the Town Center and the heart of the community.

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