ASPENX
ASPENX is a contemporary lifestyle brand that operates within the Aspen Ski Company. It offers premium retail, travel and custom on- and off-mountain experiences. Inspired by the technical excellence, beauty and thought leadership in Aspen, we created a new brand that could artfully honor the beloved destination. (The following is concept work)
Nature as our Muse
ASPENX was inspired by the mountains that define Aspen. The creator of ASPENX, Paula Crown, also takes influence from nature in her own artistic work. Leaning heavily into natural textures and colors within her paintings. To both honor the brands origin and heritage of Aspen, our brand elements take direct inspiration from nature.
Like nature, we wanted to create a system that could evolve and change with time. To do so, we intentionally designed generative brand elements. In the example of our color palette, our secondary colors eye drops directly from nature. The color palette will change based on the location being featured at the moment.
Typography
Our typography is inspired by both the organic curves and sharp geometric lines found in nature. Our type has the ability to flex between or utilize both typefaces at once.
Illustration
To honor the nature that inspires the people of Aspen, we created a set of generative natural textures. Each pattern output will be unique to the application it is used on, so not one pattern will be exactly the same.
Agency: Droga5 + Accenture
Design: Lia Sfiligoj, Lee Pozin