For this student project we were asked to create a brand for Downtown El Paso. My approach to it was to design a mark that would encase the most important aspects of what we wanted Downtown El Paso to be known for: Culture, shopping, work and home. The typography I decided to use in the end was meant to reflect a juxtaposition between the historical and contemporary elements of the area. The color choices were based on the idea of El Paso being a city in the desert, where it’s always sunny and light reflects boldly off every surface.