Auraria Campus Brand 🏫📍🎓
Designed at GFM|CenterTable, 2024 | Role: Lead Designer
Auraria Campus provides services and facilities for three higher education institutions in downtown Denver. A new brand helped position Auraria Campus as a Denver hidden gem — a community-minded, opportunity-rich destination with multifaceted appeal and lasting relevance. The brand development process began with discovery, historical research and audience surveys. Based on findings, our team identified strengths, opportunities and audiences, then developed a creative strategy. We designed a comprehensive brand identity, including brand positioning, audience descriptions, a visual identity system (logo, palette, typography), design elements (architecture-inspired shapes and patterns, maps and icons) and example applications. The updated brand presents the campus as a vibrant community hub for all types of Denverites.
