Auraria Campus Undergoes Its First Brand Refresh in 50 Years

Challenge

Formerly called the Auraria Higher Education Center, Auraria Campus is a historic community in the heart of downtown Denver that provides and manages shared services, facilities and property for the three prominent higher education institutions on the campus. Despite its central location and long tenure in Denver, Auraria Campus was not widely known beyond its students and faculty. GFM|CenterTable was selected to create a brand identity to announce the rename and establish Auraria Campus as a hidden gem within Denver — a community-minded, opportunity-rich destination with multifaceted appeal and lasting relevance.

Our Approach

Our process began with a discovery period, including historical research and audience surveys, which were supported by our Culturally Inclusive Collaborative. Research and survey results helped us identify brand personality traits and align on brand goals. We conducted visual research, curating imagery from adjacent brands in the civic, public and nonprofit spaces to inspire and guide visual identity development. We also developed a strategic brand statement to serve as a single source of truth, defining what the new brand identity should achieve and why.

With the goal of reframing Auraria Campus as an integrated urban, academic and recreational space, we designed a clear, consistent and intentional brand system that flexes across audiences and platforms. We assembled a Brand Advisory Committee to provide community feedback throughout concepting, iteration and finalization. The new brand amplifies the Auraria Campus story to connect with new audiences and spark interest in the Auraria Campus. 

Patterns designed by GFM|CenterTable that reference the architecture, history and vibrance of Auraria Campus

Sample pages from the Auraria Campus brand guide

Results

The new name and new brand launched just in time for students to return to campus in the fall. We developed a comprehensive brand identity, including brand positioning, audience descriptions, a visual identity system (logo, palette, typography), design elements (architecture-inspired shapes and patterns, maps and icons) and example applications. We then worked with a team of developers to redesign the Auraria Campus website using the new visual identity system. The updated look and feel position Auraria Campus as a vibrant community hub for all types of people — sports fans, history buffs, art lovers, students, Denverites and more.