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The Jefferson County Council on Aging (JCCoA) desired a modern rebrand to better reflect its desire to meet the diverse needs of the older adults in Jefferson County. This project was done in collaboration with the designer Jaxynn Simons.
Our process started with several rounds of sketches each dedicated to a particular feeling that the client desired to portray. Particularly, we were asked to assist in the feeling of a continuation of the journey of life, rather than the end of one, and the community that JCCoA provides to its clients.


 








Due to Jefferson County’s local symbols, JCCoA expressed a desire for logos relating to aspen trees, so eventually a decision was reached about the desired aspen leaf shape.










The triad aspen leaf form emerged as the dominant symbol and informed the rest of the systems we produced. Its colors and type choice reflect a detailed observation of competing brands, and the colors and feelings of the landscapes surrounding Jefferson County.