Mindless Self Indulgence is always a good choice.

Seriously though, yeah, MSI makes good shit. Additionally, my last three (well, technically four...) cards (680, 2 x 980, 1080 Ti) have all been EVGA and I've had very good experiences with all them as well. My old 680 and both 980s are still being as daily drivers to this day. I don't think the individual manufacturer makes as much of a difference now as it used to, to be honest. The main difference between them that I see are the specific coolers they use and how aggressive the factory overclocking is on models that feature that.
The 1070 Ti and 1080 would both be very solid choices. If the 1070 Ti is in your price range, go for it. If you can find a refurbed or clearance 1080 for a better prices, you're going to get
slightly better performance (we're talking 5% or less, so don't break your back for it) out of it (bear in mind that they're no longer manufacturing the 1080).