Position: Freelance Designer
Duties: logo | branding
logo
social example
social example
social example
social example
branding
I was hired to create the brand for this newly renovated motor lodge in Montrose, Colorado. The developers set out to transform this drab motel into a modern, design-driven space aimed at the young adventure traveler.
The Minecart Motor Lodge brand pays homage to the rich mining, trade and agricultural history of Montrose while appealing to the design-savvy eye of the millennial demographic.
The goal: speak to both the historical aspects as well as the modernity within the brand. I created a hand-drawn logo based on a pioneer-era typeface. To complement, I created hand-drawn western icons that would pair well when set against modern backgrounds: macro textures, color blocks or monochromatic landscape photography.
I completed a competitor analysis to inform the brand values and visual identity. I designed the brand guideline, consulted on social media, and created a 30-ft roadside sign.
