The Challenge: Update the logo of an iconic Denver-based brand.

The Solution: Lean on the history and culture of the neighborhood for a mythical mark that will stand the test of time.

I directed the talented Bahar Burg-Gfroerer, Senior Designer at Look Listen in her work on this redesign.

Approach

Quetzalcoatl is known as a creator god, a maker and a transgressor of boundaries (namely, the horizon itself), and a reptile that liked to dress up as a bird. The character encapsulates many of the district's values, nodding to Latinx heritage, creative expression, and the pioneering spirit for which the city and the district has been known. This mark has the most potential for texture and "grit" in its final form, though the literal representation of the Quetzalcoatl could be risky.

For this exploration, we modified a classic profile view of Quetzalcoatl, replacing the typical adornment of feathers with artistic tools and simple shapes. Additional edits to this mark should focus on enhancing visual contrast and elevating core messages about finding meaningful balance in diversity.

Skills

• Identity Development

• Print Collateral Design

• Brand Strategy

• User Research