A classic Aspen property embarks on a new era with new owners, a refreshed story, and a contemporary logo.

The former Hyatt Residence Club Grand Aspen, newly under the control of its resident owners, needed a new name and identity. East West Hospitality, chosen as operators, turned to Resonance to find a new moniker and identity for the prime property at the base of the Silver Queen gondola on storied Aspen mountain.

Resonance engaged with many of the owners to discover that individual properties had been held by families for decades, and that owners were passionate about helping rejuvenate the Grand Aspen so it could take its place among Aspen’s most valuable properties. With owners suggesting a wide range of names, we created a brand story that gave leadership a framework in which to evaluate the ideas.

From a trio of naming directions—which reflected classic, contemporary and iconic Aspen—it was decided that the simple The Aspen Mountain Residences best reflected owners’ pride in the longstanding property and lent itself to a singular graphic treatment that was highly differentiated in the community, and set the stage for a refreshed and relaunched hospitality and residence club offering.