This was a collaborative branding project focused on developing two fully thought-out identity directions for Mount Sequoyah's Friends of the Mountain campaign, in Fayetteville, AR. We were handed preliminary research and design concepts provided by another design cohort, the project challenged our team to create refined identity systems that could be presented directly to stakeholders.
Project Timeline
Research & Interviews ▸ Three Brand Directions ▸ Team Exchange ▸ EXPANDED IDENTITY DEVELOPMENT
Motivation
This project provided the opportunity to work through a collaborative branding process that closely reflected a real client experience. I was interested in exploring how visual identity could communicate community, belonging, and openness while creating a system that felt approachable to both longtime supporters and new audiences.
The Challenge
Mount Sequoyah needed a refreshed visual identity that reflected its evolving role as a non-profit community space while remaining connected to it's history and presence within Fayetteville. The challenge was creating a direction that felt welcoming, modern, and community centered while appealing to a wide audience that included university students, families, artists, and local organizations.
Research
Research began with stakeholder interviews and site visits conducted by the original design cohort. Notes and photographs were passed on to us to better understand Mount Sequoyah's mission, audience, and goals. Recurring themes included belonging, accessibility, shared experiences, arts and culture, and creating a stronger relationship with the Fayetteville community.
We were also passed some initial ideas for a design direction from the original design team, which were used for inspiration, but not otherwise developed further.
Mood Board & Color Exploration
Visual inspiration was guided by themes of nature paired with a modern design aesthetic. Typeography, imagery, and color relationships were explored to create a direction that felt modern while still communicating the history of Mount Sequoyah. The color palette incorporated hues inspired by nature, the arts, and community energy.
Process
Our team was tasked with taking preliminary research and concepts from another design cohort and turn it into two fully developed identity directions for a stakeholder presentation. I was responsible for Design Direction 01 and developed the visual identity system from concept through application design.
My primary sketches centered around a complex idea for their mission, but I soon realized it would be too complex for a logo, so I used it for a pattern later in the branding. I transitioned into centering around a custom "M" form designed to resemble mountain peaks while maintaining a fluid and welcoming appearance.
Purpose
The goal of this project was to create a cohesive and adaptable identity direction that could strengthen Mount Sequoyah's connection with its community while visually supporting its mission of belonging, accessibility, and shared opportunities.
Applications
Applications were then extended across promotional materials, social media concepts, and web design to demonstrate how the system could function cohesively across multiple touch points and community-focused experiences.
Key Design Aspects
• Custom "M" logo inspired by mountain forms
• Community centered branding strategy
• Nature inspired and energetic color palette
• Typography pairing balancing history and modernity
• Brand applications across multiple formats
• Audience focused visual communication
• Stakeholder driven design decisions
• Community centered branding strategy
• Nature inspired and energetic color palette
• Typography pairing balancing history and modernity
• Brand applications across multiple formats
• Audience focused visual communication
• Stakeholder driven design decisions
Outcome
The final direction successfully translated stakeholder research and values into a developed visual identity system that felt welcoming, flexible, and community-oriented. This project strengthened my experience in developing large-scale branding systems, presenting research-informed concepts, and expanding identity design across real-world applications and audience goals.
References
Stakeholder Interviews given
Mount Sequoyah Organizational Materials and Research
