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Kimpton approached us with a comprehensive brand building exercise for the new Armory Hotel in Bozeman, Montana. Located in the landmark Armory Building, the new hotel needed to leverage the unique history and inspired vision of its architect, Fred Willson, and update this story for a modern audience. Crucially, our work needed to deliver a distinct sense of place not only for the property, but also for the three food, beverage and entertainment outlets that it housed. Collaborating closely with Kimpton’s creative team, we built a complete strategy and identity system for all outlets. Our work extended from brand positioning to naming, logo and collateral designs.