Hidden Ace
The House Always Wins
We crafted the full brand identity for Hidden Ace, the high-spirited music hideaway and watering hole tucked in the East Village of Deer Valley.
With a foundation of strategic storytelling and a tone rooted in rugged charm, we built a brand that invites guests to let loose, live loud, and belly up to something unforgettable.
From naming and positioning to visual identity and design direction, every element was stacked in favor of a good time.
Hidden Ace blends Western grit with rebel glamour—where boots stomp, glasses clink, and every night plays out like a winning hand.
CLIENT
Grand Hyatt, Deer Valley
LOCATION
Deer Valley, UT
COLLECTIVE
Fylament: Brand Direction, Strategy, Naming, Copywriting
CNW: Social + Digital
Paper Laundry: Creative Direction, Design, Copywriting
SOLUTION
Full brand identity creation—name, story, tone, and visuals.
PROCESS
PROBLEM
Needed a strong concept to stand out in a luxury resort market.
Hospitality
CLIENT NEED
Launch a memorable music-centric après bar in East Village Deer Valley.
OUTCOME
A layered, high-energy brand experience that feels like a hidden gem.
CREATIVE DIRECTION
Rebel glamour meets Western grit.
What we
brought to life
BRAND STRATEGY
Market Positioning
Brand Narrative
Website Direction
Activations
Event Concepts
BRAND IDENTITY
Brand Language
Interior Design Consulting
Signage Collateral
Merchandise
Photography
BRAND EXECUTION
Market Positioning
Brand Narrative
Website
Activations
Event Concepts
Staff Uniforms