ASPEN

CLIENT | Aspen public Affairs

SERVICE | branding + design

YEAR | 2019

This branding project was complete while at Berlin Communications, creating a brand for a small public affairs company called Aspen. They wanted something that looked professional and authoritative but still had a bit of an interesting/fun vibe, not wanting to look like the standard (and sometimes stuffy) “public affairs” type organization. I used a strong slab serif typeface to create the wordmark to create that professional and serious tone, and then integrated some graphic elements in to add some more layers to the brand. The graphic elements also allow for some play with pattern and interesting motifs – the three slanted lines(symbolizing the idea of Aspen trees) along with a dot/period that commands presence and stands its ground. The colour palette chosen also has an authoritative tone but feels modern and fresh in its use. This brand encompasses the business in general, in having to take on serious matters, while also standing out of the crowd, eye-catching.