One of our favorite projects each year is crafting the creative identity for the Aspen Ideas Festival, a gathering of some of the world’s most inspiring thinkers, leaders, and change-makers. It’s a collaboration we cherish for the creative freedom it allows us.
Each year, the Aspen Ideas team selects a theme that captures the moment. Our job? To bring that theme to life visually, in a way that feels fresh, meaningful, and unmistakably Aspen.
In the years following COVID-19, a noticeable shift occurred—both culturally and within the Festival’s programming. There was a collective pull toward grounding, simplicity, and reflection. Conversations turned toward health, resilience, and reconnection—with ourselves, each other, and the natural world.
We responded by evolving the visual identity of the Festival to match that emotional tone. Our team explored ways to soften the visual language, and ultimately landed on a watercolor-inspired design system that felt both organic and fluid. The textures evoked a sense of movement and renewal, while also echoing the stunning natural surroundings of Aspen.
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This approach seamlessly connected both Aspen Ideas Festival and Aspen Ideas: Health, two overlapping programs with distinct but related focuses. The watercolor motif allowed for flexibility in color and tone, while maintaining a unified look across print, digital, and environmental graphics.
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