"This wasn't just about creating a brand... it was about building an entire world," says Jules, creative director and partner at The New Company.
"Every brand and venue had to stand on its own, with its own personality, but also feel like part of a cohesive whole," Jules explains.
"We immersed ourselves in the world of luxury and lifestyle, identifying the visual and verbal cues that would make Durango distinctive," Jules recalls.
"We wanted the brand to be elevated but still approachable, something that resonates with both locals and visitors."
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