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Gold Hill Estates

Gold Hill Estates is a residential real-estate project on legendary Crystal Mountain, the #1 ski resort in Washington offering world-class winter sport facilities and year-round outdoor recreations.

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Gold Hill Estates

branding / WEB DESIGN

Gold Hill Estates is a residential real-estate project on legendary Crystal Mountain, the #1 ski resort in Washington offering world-class winter sport facilities and year-round outdoor recreations.

Allison+Partners was tasked to establish a digital presence to spread the word and drive sales of the last 9 land lots. A cross-collaboration between the Creative, Digital, Video and Real-Estate teams, we developed a series of social media contents and created a new website and brand identity that are as unique and breathtaking as the view up on Gold Hill itself.

 
 
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After exploring over thirty different designs, I decided to go with the design that most closely resembles IKEA's current mark to maintain brand awareness and recognition.

The updated word mark, which can be taken apart and remixed into countless configurations, alludes to the nature of the products, as well as the brand's aspiration: how, with little assembly, IKEA can fit right into your life and change as you and your family do.

 
↗ Some of the ideas that didn't make the cut

↗ Some of the ideas that didn't make the cut

 

project detail

This project was originally done for the course Marks & Symbols offered at the University of Washington back in winter 2015. The original prompt was to create three distinct redesigns of IKEA's logo.

After completing the project, I wanted to explore how a logo could evolve into a comprehensive visual identity. To find out, I independently developed a visual identity system around the three logos I turned in for the school project. Shown here is the direction I think has the most potential and chance of being implemented in real life.


Credits & colophon

Brand research and positioning done in collaboration with Mahlon Houk, Amber Scoville and Noa Abbey. Karen Cheng was the course instructor and project supervisor.

Typefaces used are Integral CF Extra Bold, Proxima Nova Bold and Sweden Sans Regular.