Rocky Peak

Built on character.

The new identity: a Colorado character with a confident signature.

A construction-brand concept exploring how resilience, craftsmanship, and a connection to Colorado can become a confident contemporary identity.

My contribution: Brand strategy & identity design
Collaboration: Independent identity development
The scope: Brand attributes
Identity system
Stationery & apparel direction

The challenge

Translate practical qualities—strength, care, and reliability—into a distinctive identity that can work on the job site as well as in a first client conversation.

The approach

Use the bighorn sheep as a starting point for a character rooted in the Colorado landscape. Explore how the mark, typography, and palette carry through materials, stationery, and apparel.

Starting point / The original identity shown in the presentation.

Strategy / The attributes behind the direction.

Material expression / Identity across architectural textures.

Stationery concept / A consistent everyday system.

Brand concept / Apparel and everyday applications.

Project credits

Brand strategy, identity development, and art direction: Gerardo García-Jurado. Selected concept presentation and application visualizations.

What could your brand become?

Big-brand experience, focused on your business. We can start with one challenge, two connected services, or the complete journey.

Let's talk