Bozeman Rebrand2025
Knoxville, TN
2025This branding project focused on reimagining the visual identity of Bozeman, Montana, through research and design. I began by exploring the city’s history, demographics, geography, culture, industries, and community values, along with its existing visual identity across signage, websites, and other public materials. My research revealed a strong connection to the outdoors, mountain landscape, and close-knit community.
I wanted to reflect these qualities through a modern identity that balances Bozeman’s Western roots with a sense of authenticity and human connection.
I developed a primary wordmark inspired by hand-painted signage, and a secondary logomark incorporating a mountain silhouette into the letter “M” to reference the surrounding landscape. I paired these logos with a rustic, cool-toned color palette inspired by the region’s climate and natural environment along with a type system that is modern but still autherntic.
I then expanded the identity across a range of applications, including flyers, highway signage, magazine layouts, an informational city book, a website, social media mockups, logo animations, and redesigned city stationery and departmental materials. The project challenged me to translate a city’s character and values into a cohesive visual system that could function across both digital and physical spaces.