The Project
Castle Hills set out to modernize its identity while preserving the character, pride and sense of community valued by residents and businesses. Through discovery sessions, stakeholder collaboration and visual exploration, our team developed a new brand expression designed to work across civic communications, physical environments and everyday community experiences.
Castle Hills set out to modernize its identity while preserving the character, pride and sense of community valued by residents and businesses. Through discovery sessions, stakeholder collaboration and visual exploration, our team developed a new brand expression designed to work across civic communications, physical environments and everyday community experiences.
Role: Lead Visual Designer / Art Director
Disciplines
Research
Visual Identity
Logo Design
Brand Guidelines
Environmental Graphics
Brand Implementation
Visual Identity
Logo Design
Brand Guidelines
Environmental Graphics
Brand Implementation
Listening Before Designing
I participated in discovery sessions with residents and business owners to understand how people viewed Castle Hills, what they valued most and where they wanted the city's identity to evolve.
Research revealed a community proud of its established character, mature tree canopy, central location and neighborly environment — with an opportunity to build greater visibility and a more contemporary identity.
From Insight to Identity
Building a Flexible Visual System
With the identity established, I developed a comprehensive brand toolkit defining logo usage, typography, color, graphic elements and application standards to ensure consistency across city communications.
Community Touchpoints
The identity was extended across everyday materials and community-facing applications, creating a recognizable and consistent presence beyond official city communications.
From Identity to Everyday Experience
The new visual system extended across municipal facilities, public safety vehicles, city services and other physical touchpoints throughout Castle Hills.
Putting the People of Castle Hills Front and Center
The identity expanded into a public-facing campaign featuring residents, city employees and first responders—connecting the new visual system with the people who represent the Castle Hills community.
Introducing a New Identity
The new identity culminated in a coordinated public rollout across city communications, signage, environmental applications and community events. I produced the brand launch video used as part of the introduction of the new identity.
