Green Connection

Logo Design

Studio: Aspen Theory Creative Direction, Design: Kirsten Meyerson Studio Assistant / Junior Designer: Ysa Flores Year: 2024

At Aspen Theory, I contributed to the redesign of the brandmark for Green Connection, a landscaping business based in Anchorage, Alaska. The goal was to refresh their long-standing logo while still honoring their roots. To achieve this, I simplified and refined the existing logo illustration, maintaining its recognizability and connection to the original design. As a Studio Assistant, I collaborated closely with Aspen Theory's founder and creative director, Kirsten Meyerson, to create the updated brandmark and its variations (excluding the wordmark and color palette).

At Aspen Theory, I contributed to the brandmark redesign for Green Connection, a long-standing landscaping company based in Anchorage. The goal was to give their logo a fresh, more modern feel while still honoring the original design that had become familiar to their clients over the years.

Working closely with our creative director, Kirsten Meyerson, I simplified and refined the existing illustration to create a cleaner, more versatile logo. The final brandmark maintained the recognizability of the original while improving flexibility across different platforms. I also helped create alternate variations of the logo (excluding the wordmark and color palette).

1. Balancing tradition with a fresh update The client had an established logo they were deeply connected to, so the challenge was updating it without losing what made it special. I took a close look at the original design and focused on refining it, smoothing out shapes and cleaning up details while keeping the core elements intact.

2. Creating better structure and visual focus The original logo was pretty long and felt unbalanced which made it tough to scale and didn’t have a clear focal point. I tightened it up by creating a strong center focus, simplifying the number of trees, and bringing better balance overall. The updated brandmark feels more intentional and works much better across different platforms.