Healing through joy
Living Aspen is a community of survivors on a journey of healing from abuse. The main challenge for Living Aspen was to present something dark and heavy in a joyful and welcoming light through strategy and design.
The Living Aspen logo was designed to evoke wholeness and peace while also being broken and scarred. The veins in the logo are both a nod to aspen leaves and the art of Kintsugi.
The concept is Kintsugi was very influential in the research phase for this rebrand. Kintsugi is the Japanese art of repairing broken pottery with lacquer dusted or mixed with powdered gold, silver, or platinum. The logo gives us a feeling that the broken things can be beautiful and made whole again.
Color played a very large role in the Living Aspen brand. The objective was to create a happy and joyful feeling around something that is often seen as scary and negative.