BEYONDthe brand.
THE ORGANIZING IDEA
Your brand should get out more.
A brand should shape the space, the materials, the rituals, the service, and the memory people leave with. A logo belongs on some of it. Thought belongs in all of it.
LESS TALK. MORE SHOW.
Here’s what
I mean.
Good in a deck.
Better in person.
A few ideas that got out of hand. And into the real world.
01 / FORAGE & FEAST
A concept that became a destination.
Forage & Feast lives inside Aerie at Copper Mountain. The identity was built to belong to the architecture, the altitude, and the experience—warm, elevated, and unmistakably of the place.
The chandeliers. The hearth. The mountain outside. The brand lives in the whole room.
RoleCreative direction + identity + brand experience
ScaleMountaintop hospitality destination
ThroughlineConcept → identity → built experience
02 / BOULDERING PROJECT
Build belonging into the room.
I created the Bouldering Project identity, then carried it into a physical system built to shape movement, create community, and give the building a pulse.
The identity came first. The walls, wayfinding, color, and community experience followed.
RoleCreative direction + identity + environmental system
ScaleMulti-location community brand
ThroughlineLogo → system → space → belonging
03 / SUBARU WINTERFEST
One brand world. Built to travel.
The WinterFest identity became a modular winter experience built to feel specific, premium, and alive at every mountain—while surviving weather, production schedules, transportation, and thousands of guests.
Creative direction that holds together at highway speed, at altitude, and in a snowstorm.
04 / UNRIVALED SPORTS PARK
CURRENTLY IN DEVELOPMENT / RENDERINGS INCOMING
A new world
is taking shape.
From identity to destination, a major sports platform is moving from vision to reality. This is the kind of assignment I’m chasing next: ambitious, operationally complex, and large enough for the brand to shape the entire experience.
05 / WOODWARD PARK CITY
Make the building behave like the brand.
The identity expanded into a kinetic brand system carried through a massive action-sports environment—guiding arrival, movement, gathering, retail, and the energy of the experience itself.
Brand as architecture. Architecture as experience.
06 / COPPER MOUNTAIN
One village. One living system.
The Copper identity became the organizing system for architecture, materials, wayfinding, hospitality, guest touchpoints, and operations across the village.
A brand ecosystem built across the entire village—not simply applied to it.
07 / DOWNHILL DUKE’S
Après with its own point of view.
I created the identity as a complete hospitality attitude—from the exterior presence and patio to the room, the materials, and the guest experience.
Yes, the patio is Downhill Duke’s. The whole place is the project.
08 / SEVENTYONE AT SNOWBIRD
History, translated into hospitality.
I created a proprietary restaurant identity rooted in Snowbird’s founding era, then carried it through story, material choices, and environmental detail to create something unmistakably tied to the mountain.
Not nostalgia. A living brand built from the place’s own history.
BRAND WORLDS / 2004—NOW
Built.At scale.
BOULDERING PROJECT / COMMUNITY + ENVIRONMENT
01 / 15
SCROLL / TWENTY YEARS IN MOTION
THE OPERATING SYSTEM
Ideas need
direction.
Then proof.
My process is simple enough to explain and strong enough to carry a complex project from an undefined ask to a built, working experience.
- 01
Frame the challenge.
Define the real problem, the audience, the constraints, and what success has to feel like.
- 02
Set the creative direction.
Find the central concept and establish the point of view that gives every decision a reason.
- 03
Build the system.
Translate the idea into a flexible visual, spatial, material, and operational language.
- 04
Bring it to life.
Carry the direction through environments, objects, signs, vendors, teams, budgets, and every last detail.
CAREER REEL / THROUGH 2024
Twenty years.
Still moving.
A fast cut through the brands, spaces, events, teams, systems, and slightly impossible ideas that got built.
ABOUT TONY
From BFA to built worlds.
I started in graphic design and spent the next twenty years taking brands beyond the page—into identities, environments, events, systems, and experiences built to last.
What keeps me going is the transformation: turning an ambitious, half-formed idea into something people can enter, use, and remember. I love the concept. I love the problem-solving. And I still love getting close enough to the details to make sure the whole thing works.
MORE ABOUT TONY ↗FOR THE AMBITIOUS, THE UNDEFINED, AND THE SLIGHTLY IMPOSSIBLE.