evo Hotel Tahoe is the third property in evo’s growing hotel group, following Salt Lake City and Hakuba, Japan. With Tahoe holding deep meaning for both locals and longtime visitors, the challenge was to create a brand expression that felt genuinely connected to the place — one that respected the existing community and landscape rather than feeling generic or transplanted. I co-developed the brand system through a range of guest-facing collateral, building on evo’s hotel framework while actively shaping a distinct identity for the Tahoe location. Drawing inspiration from classic motor lodges, camping ephemera, and regional ski culture, the visual language became intentionally layered and heritage-leaning, designed to feel welcoming, functional, and rooted in its surroundings. Developed in collaboration with snowboarding icon Jeremy Jones — who helped shape the guest experience and interiors — the brand supports an outdoor-first hotel that feels like a natural extension of Tahoe itself.