Highline redefines your mountain vacation. It weaves a modern aesthetic to the naturally stunning setting of the Vail Valley and offers an approachable yet refined take on the mountain town experience.

  • Branding
  • Environmental Design
  • Social Media
  • Print
  • Vail, CO

The former Doubletree Hilton came to 970 Design to reestablish their location–which used to be a Holiday Inn–to a new luxury brand befitting the multi-million dollar investment the company had made in revitalizing the property. In short, they wanted to change everything about how customers viewed their property, and they wanted to do it through the creation of an all-new, one-of-a-kind, soft brand. And we were up to the challenge.


We focused on developing the new brand under the title “Highline,” a name that simultaneously emits the feeling of world-class service and elegance while paying homage to one of the area’s most well-known ski trails. We built a brand that spoke to the best aspects of the property–its otherworldly patio, its stunning common area, and rooms that are uniquely capable of handling large parties–with imagery and design work that mixed aspects of the elegance of European ski resorts with the natural beauty of the American West. Finally, we packaged it all in a brand kit replete with social media and messaging suggestions so that the Highline can replicate and maintain its marketing efforts for years to come and, in doing so, become a truly iconic locale in the Vail Valley.

See it live