Cloudland is a 245-room Curio Collection by Hilton hotel perched over 1,000 feet above a valley floor. This location produces dramatic morning cloud inversions that give guests the impression they are floating above a sea of mist.

We needed the name to be location-specific and grand without sounding overly interpretive of the surrounding mountainous environment. We chose a neutral identity system that allowed numerous sub-brands to live within it—restaurants, a spa, event spaces, and meeting rooms.

The hard-edge san-serif typeface is offset by spacious kerning, giving the treatment a formal yet comfortable look. Cloudland's color palette is based on the colors of the sunrise the hotel enjoys each morning—golds, ambers, and deep blues. Material considerations are simple: wood, stone, and Corten steel. This treatment is used throughout the hotel, from the monumental entrance sign to wayfinding signage and room keys.

The monumental entrance sign is a locally sourced stone base holding a 15-foot-long, two-sided Corten lightbox. The type treatment uses Corten steel letters offset from the substrate and backlit by opaque acrylic letters.

Identity system, monument sign, collateral materials, including room keys, door numbers, door hangers, and wayfinding signage

• Dennis Gibson, Heritage CAA

• Ryan Mikesell, ASO

• Steven Burke, Visual Impact Studios

• Kim Hubbard, Kim Hubbard Photography