Alberta Association of Landscape Architects
Services
Brand Identity
Problem
Alberta Association of Landscape Architects (AALA) is a renown provincial association in charge of setting guidelines, requirements and educational factors for the Landscape Architecture industry in Alberta, Canada. AALA came to me to redesign their brand identity to feel inviting and intriguing to the younger demographic. Most importantly drawing these younger individuals to the educational resources hosted by the association. AALA has been operating under the same logo for over 50 years.
Solution
I was contracted to refresh the logo, color palette, typography and imagery-stylization. This refresh was aimed at a more youthful, modernized approach to the identity, while delivering an understanding of the associations purpose at initial glance. The challenge with this aim is that over 30 of the board members were of elder ages and desired something very different per member --- resulting in over 27 abandoned ideations until the selection of the final logo. Implementation has not yet occurred.
