As part of Alta’s Creative Services team, I co-led the company’s brand refresh in close collaboration with our in-house marketing department and a multidisciplinary brand task force. This effort wasn’t a reinvention—it was a realignment: a thoughtful evolution of Alta’s visual identity to better reflect its mission, values, and growth over the last 25 years.

I designed the refreshed company logo, website, and brand collateral, working through Alta’s five-phase brand development process: Define, Discover, Design, Refine, and Implement. We began with internal surveys, stakeholder workshops, and creative strategy sessions to distill the essence of the brand. The final visual identity—anchored by a two-toned wave—maintains a sense of movement and nods to Alta’s commitment to people-first transportation. The refreshed color palette draws from natural elements like sky, ocean, greenery, and sunlight, aligning with the firm’s focus on active, outdoor lifestyles.

We launched the new brand in late 2020 with a full suite of tools and guidelines to support consistent, flexible implementation across teams, platforms, and disciplines.

Art Director: Cat Cheng
Senior Graphic Designer: Elizabeth Bisegna