I looked at Guidelive like I would a person. I asked myself how would they speak? What would they wear? How would they act? Guidelive gives recommendations on all the greatest places to eat and hang out in the city of Dallas. So we knew it needed to feel trendy, lighthearted and passionate. We equated the brand to someone who lives their life to the fullest.

I took a lot of inspiration from signage in Las Vegas, a destination where people go to be entertained. Strong diagonals convey a sense of movement. Circles were visual elements that hinted at the friendships that we form when we’re hanging out with people that we like. I included vibrant magentas that often feel risky and youthful. These elements came together to create a fun-loving and social personality that wants to bring everyone along for the ride.