Experience Shelburne
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Designing a brand identity that resonated with its community
Experience Shelburne is a small non-profit committed to sustainable economic development in the small town of Shelburne, VT. They needed a brand identity that reflected the values of the existing residents and businesses, while also attracting visitors and the right kind of future businesses. In addition to a new visual identity, I also produced a brand toolkit that included a website, promotional videos, and merchandise.
The brand
The brand takes its cues from Shelburne's natural beauty, echoing the layering of the rolling farmland, Lake Champlain, the distant mountain ranges, and the expansive sky. Its verticality reads as a window or portal, communicating Experience Shelburne's commitment to a sustainable future.
Reflecting the seasons
The logo mark is dynamic, with alternate color schemes reflecting temporal and seasonal changes.
Promotional video toolkit
A series of promotional videos were carefully curated to target key audiences: existing residents, visitors, and prospective businesses. Storyboards were crucial to the planning process of gathering media and curating the messaging to the correct audience.