City Of Idaho Springs

The City of Idaho Springs brought me on to lead a full rebrand—starting from the ground up. The goal was to help the town stand apart from Colorado’s resort-heavy destinations while staying true to its roots: a historic mining town with a welcoming community and easy access to outdoor adventure.

I kicked things off with a virtual brand workshop, guiding a mix of city staff, local business owners, and tourism leaders through a collaborative process. Together, we defined core values, brand personality, target users, and a shared vision. The session was fast-paced, practical, and built for real input—not surface-level feedback.

From there, I developed the full brand strategy, including positioning statements, messaging pillars, user personas, and a tone of voice that blends the Explorer and Everyman archetypes. The strategy aimed to tell a real story—something that locals could get behind and visitors could feel when they arrived. Once we had the strategic foundation in place, I moved into the design phase and built the entire visual identity: logo system, color palette, typography, graphic elements, and photography direction. The new identity reflects the town’s rugged character and spirit of discovery—modern enough to attract new visitors, but grounded in the authenticity that defines Idaho Springs.

This project was a full-circle example of strategy driving design—and how a small mountain town can show up with clarity, personality, and pride.