merit
We all have defining moments in our lives. And so do brands. But what if we didn’t have to wait for those moments to happen? What if we could make them happen ourselves and tap into their power? Karsh Hagan’s 2023 rebrand and accompanying collateral reflect this attitude of pushing boundaries and making moments happen.
When you’ve been around for nearly 50 years, it’s important to take a step back and ask “What even makes this agency special?”. How could we connect with each other and our business on a deeper level and execute a rebrand/collateral that puts both our Colorado heritage and creative future into a perfect little box?
We discovered that the magic of our agency lies in making moments—actively creating defining moments rather than waiting for them. This ethos, which we've always championed for our clients, became the guiding principle for our rebrand.
Our design inspiration blends our 1970s Colorado roots with a forward-looking approach to creative media. Drawing from vintage ski jackets, the Rocky Mountains, Colorado wildlife, and Western heritage, we developed a design system that fuses AI illustrations with futuristic graphics to tell our unique visual story. This system reflects how moments from the past, present, and future coexist as one.
Each piece of new collateral, from screen-printed tees to stickers, wallpapers, and even a snowboard, was crafted to inspire employees and partners to create their own unique moments.
Our collateral features a system of cohesive design elements that represent our Colorado roots: Vintage rainbow-striped ski jackets, epic snow-capped Rocky Mountains, Colorado wildlife, and notes of Western heritage.
We created composites from different MidJourney AI renderings and incorporated them into our design. AI prompts pertained to the future of our brand, the future of Colorado, and the future of our entire industry.
