Lowell Identity

TYPE

Strategy, Identity + Brand, Editorial, Web

OBJECTIVE

Nestled between two rivers in northern Massachusetts, Lowell is a former mill city recovering from a long, difficult past. Home to a diverse range of cultural and economic backgrounds, Lowell strives to foster a sense of community using arts, culture, and education. The new branding system gives Lowell the final push it needs to establish itself as a creative and cultural hub. The design solution focuses on Lowell as a diverse community built on arts, culture, and heritage by incorporating elements from each.

The Lowell rebranding project was a turning point in my relationship with branding. It helped me better understand how a rebrand can impact a space, place, or product and really breathe new, exciting life into something stale. After this project, I was way more stoked to work on branding and even pursued a branding internship.