Alaska’s unique physical geography, abundance of natural resources, and atmospheric conditions afford a rich infrastructure of industries that exist exclusively within the state. These points of differentiation were leveraged to revitalize the state’s brand identity.

Brand Vision

Our goal is to represent the remarkable Alaskan constituency and attract the best and brightest to join our state.

Alaskans deserve a brand identity that works as hard as they do. Alaska is full of under-utilized opportunities for growth and development. A strong state identity will attract new families and infrastructure, and inspire a strong productive drive in its citizenry.

Touchpoints

A semantic differential study helped clarify the most effective tone to reach the intended audience. The rugged frontiersman image informed a spare color palate coupled with bold, masculine type choices and flat, half-toned imagery.

Asset Management

A brand strategy guide was developed to ensure consistent application of the brand elements. The identity was designed with flexibility in mind, allowing designers creative freedom within certain limitations. Flexible identities protect against identities becoming stale from repeated application.

Project Outline

• Define and present brand brief
• Develop unique brand attributes
• Clarify brand strategy, essence, values, and mission
• Extend brand across a variety of touchpoints
• Create brand style guide to manage assets