The AIGA Design Ranch 2020 identity system is rooted in a deliberate juxtaposition of the rustic and the refined; the pencil rendering of two squares connected by meandering strokes in contrast to the mathematical exactitude of a vector cube. My goal was to push as far away from expected bucolic imagery and Texas trappings as possible, without misrepresenting the event. The end result pays homage to the rudimentary delights of nature and craft, while playfully honoring those who come together in the workshops – Professional designers.

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