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The City of Duluth Minnesota
Project Type
Full Rebrand
Role
Branding Designer
ABOUT
This is a conceptual project based around the city of Duluth, MN. Duluth is known for it's outdoor activities, great lake and astonishing landscape. One of the coolest features of Duluth, is it's frequent northern light appearances. My creative solutions below, are inspired by the beauty and unique occurrences that locals love, and tourists seek. The bright hues and organic shapes seen, are mimicked throughout the logo variations and applications.
Date
2023
The Challenge:
Duluthians felt disconnected and misrepresented by the existing city logo and it's lack of life. This project centered around a need to revitalize and update the beautiful, and wild city of Duluth's brand identity. The new visual system needed to better express the character, nature appeal, multi - climate, and lively community, that would succeed in competitive markets like tourism or lifestyle.
The Solution:
I crafted a new and uplifted visual identity that communicates Duluth’s unique personality and offerings — its seasons, community pride, and wild side. The brand colors, typography, composition and illustrations all work together to resemble the extreme climate, diverse landscape, and the North Shore's awe-striking Northern lights. Ensuring the system performs well across signage, print, environmental applications and increased brand recognition to support both new residents, and tourists alike.
