One of the biggest challenges was striking the right balance of honoring the town’s rich history while giving it a fresh, updated look. Idaho Springs has long been seen as a stop-through town, so we needed to shift that perception without turning it into something it’s not. The goal wasn’t to mimic a resort town, but to build a brand that felt established, welcoming, and genuinely rooted in place where you feel like a local.
To keep the brand grounded, we focused on making it feel like it came from the people who live there, not a tourism board. The tagline “Where Stories Live” came out of that idea. It speaks to the town’s history, but also to the everyday experiences of locals and visitors alike. The voice and visuals were shaped to feel familiar, not flashy, but like a neighbor sharing their favorite trail or local spot, not a marketing pitch.
The final brand captures what makes Idaho Springs special—its history, its community, and its sense of adventure. It’s approachable, honest, and built to grow with the town. More than just a visual update, it’s a brand that gives Idaho Springs a clear voice and a stronger sense of identity, without losing what made it unique in the first place.
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(2016-25©)
