• Skip to main content

h

  • Services
  • Work
  • Courses
  • Podcast
  • Contact
  • Home
  • Podcast
  • About
  • Romeo
  • Courses
  • Services
  • Work
  • Contact
  • –
  • Home
  • Podcast
  • About
  • Romeo
Deliverables

Brand Strategy
Brand Coaching
Brand Design
Collateral Design

Year

2018

Living Aspen

Healing through joy

Living Aspen is a community of survivors on a journey of healing from abuse. The main challenge for Living Aspen was to present something dark and heavy in a joyful and welcoming light through strategy and design.

The Living Aspen logo was designed to evoke wholeness and peace while also being broken and scarred. The veins in the logo are both a nod to aspen leaves and the art of Kintsugi.

The concept is Kintsugi was very influential in the research phase for this rebrand. Kintsugi is the Japanese art of repairing broken pottery with lacquer dusted or mixed with powdered gold, silver, or platinum. The logo gives us a feeling that the broken things can be beautiful and made whole again.

 

Living Aspen
Living Aspen Man
Living Aspen Leaves
Living Aspen Leaves2
Living Aspen Girl

Color played a very large role in the Living Aspen brand. The objective was to create a happy and joyful feeling around something that is often seen as scary and negative.

Living Aspen Poster
Mockups Design
Living Aspen Mark and Type
Living Aspen Mark
Mockups Design
Living Aspen
Back to Work

Copyright © 2021 Haylee Jordan. All Rights Reserved.

FREE

Brand Strategy + Design Checklist

Maybe you've been thinking about designing your dream brand for years.

Or maybe you can no longer stand to be at your 9-5 desk job.

Either way, starting with the Brand Strategy and Design Checklist will help you understand the steps you need to take when crafting a meaningful brand.

Checklist Popup