For this assignment I was given the landmark Denali, the mountain in Alaska, to research and develop into a restaurant. I developed the logo, visual theme, and brand book in a way that reflects Denali and the local tribes that surround the mountain.
The creative process started with extensive research and sketching. I wanted to make sure that I truly captured the power of the mountain and the beauty of the culture around it. The visual theme reflects the intricate pattern of snowflakes and is counter balanced with the natural but roughness of black coal.
In order to fully develop a cohesive brand I visualized the food and experience that would be served at Denali—meats smoked over fire and coal, and open camp fires surrounded by family and friends enjoying a full experience. The logo, visual theme, and brand book incorporate these brand values.