The Armory
Art Direction & Brand Design for a new development in Boulder, Colorado Demographic: Mainly 30s – a few late 20s and some early 40s. Singles, couples, families, and diverse ethnicities Design & Strategy: The goal was to capture Boulder’s spirit—outdoorsy, athletic, laid-back, tech-savvy, and proudly “granola.” The tagline “Be an Outsider” reflected that mindset and, paired with the site's standout feature—a repurposed National Guard building—shaped the visual direction. To nod to the building’s military roots, I designed a star icon inspired by classic insignias and used it across brand visuals. The logo, created by a colleague, included textured elements that I carried throughout the branding using rugged, aged textures to highlight the site’s historic character.