Town of Telluride:
Brand Identity
Telluride needed a unified identity to bring cohesion to civic, tourism, and community communications. The existing system was inconsistent and lacked the flexibility to scale across departments and seasons.
The ChallengeTelluride required an identity that felt grounded and authentic for residents while remaining clear and welcoming for a global audience.
Audience & InsightPrimary Audience
Residents, visitors, and local businesses engaging with the town through civic and cultural communications.
Secondary Audience
Internal municipal teams responsible for applying the brand across varied use cases.
Insight
Effective civic brands prioritize clarity and adaptability, building trust through consistency rather than overly decorative expression.
Approach & ProcessThe identity prioritized a flexible, modular system over a fixed mark, allowing it to scale with cohesion while referencing heritage with restraint.
The SystemThe final system combines a simple, recognizable core with supporting elements that scale across print, environmental, and digital contexts. Typography, color, and graphic components work together to provide consistency while allowing appropriate variation.
ApplicationsThe system was applied across civic materials, environmental graphics, signage, and digital communications, demonstrating its ability to flex across departments and formats without losing recognizability.
OutcomesThe resulting identity provided the town with a unified visual framework that supports both governance and expression. The project reinforced the value of designing civic brands as adaptable systems built for longevity and clarity.
RoleDesign Director
Brand identity development, system design, and application guidance
