To increase revenue, a national retail real estate developer sought to create a brand identity for their unique event spaces across the Denver area. Comprising a 10,000 sf parking lot with an iconic Shapard Fairey mural backdrop, a street art-lined alley, and an open-air roof deck with views of the Denver skyline, the spaces were physically connected, but lacked a unifying identity.
Through a series of branding exercises, a name and narrative were created to unify all three event spaces into one suite of venues in the heart of the RiNo Art District. By modifying the Ivymode typeface to serve as a stencil, I created a logo that fits the gritty aesthetic of the neighborhood while maintaining a luxurious feel. A subtle connection between the Y and ampersand allows the logo to elegantly function in both horizontal and vertical lockups.
