Telluride’s alchemy lies in its rich mining history, unpretentious sophistication, epic beauty and the intimacy provided by the storied box canyon. Its ‘unmanufactured’ ethos and individualism stand apart in the resort category sea of sameness.

Beginning with Winter ’18, Genesis was engaged by the Telluride Tourism Board to help build brand awareness by creating a differentiating platform that positions Telluride as a world-class, four seasons destination — while leveraging the popularity and intrigue of Colorado within a world of competing properties.

Having designed the original Telluride logo in the early 2000s, Genesis returned to this proud symbol to coalesce the community, engage visitors, and create a proprietary shorthand for Telluride’s unique experiences and attributes. The iconic pickaxe “T” within the logo anchors words with visceral, transformative and action-oriented points of difference to tell their unique and ongoing story.