Identity

The New Mexico Farm & Ranch Heritage Museum needed a visual identity that honored its ranching heritage while feeling credible as a forward-looking cultural institution. I led the identity from logo concept through full brand application, aiming for timeless over trendy, including a custom typeface built from a letterpress collection in the museum's own archives. Decades later, the identity remains in active use across the museum's materials and spaces. A testament to the strength of that original work.