Gilpin County School District

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(Responsive logo system and collateral for school district)

December 2023

Identity Design

(Project description)

Nestled in Colorado's scenic mountains, the Gilpin County School District is a close-knit community with a unique identity that deserved to be showcased. The district had an outdated brand that did little to unite its different parts. I was brought on to undertake a brand identity update that would better reflect the district’s commitment to innovation, inclusivity, and the unique environment it serves.

(Design challenge)

The main challenge was to replace an extremely minimal and outdated identity with a new one that would be a unifying tool for the entire school district community. The previous identity had done little to represent the different parts of the district and failed to communicate the school’s commitment to its students and staff. The new brand needed to work for all sections of the school, from the elementary to the high school, to create a singular, cohesive feel.

(The process)

I worked collaboratively with the school representatives to understand the community's needs. My initial design direction was highly experimental and modern, but I quickly learned it didn't resonate with the team. This was a critical turning point. I realized the identity's success depended on its ability to reflect the community's values, not just my own creative vision. I took this feedback to heart and pivoted the design, reworking the logo style to create something the audience would connect with more closely. The final result was a responsive logo, color, and typography system that seamlessly served each section of the school administration, from Elementary to High School as well as the Board of Education.

(Key takeaways)

This project was a crucial learning experience that became a core part of my design process. The initial misstep taught me the importance of tailoring my work for the audience. I realized that a brand identity, especially for a community driven institution like a school, must first and foremost be a tool that people can use to represent themselves. The success of the final, community focused identity proved that true design effectiveness lies in empathy and understanding what resonates with the audience.