ROLE:
Senior Graphic Designer.
Logo exploration, brand guide, collateral design, and template system, in collaboration with a copywriter and Alhambra’s stakeholders.

The challenge



Alhambra wanted a new logo that kept their signature red, black, and light beige but shifted the focus back to their members. The mark needed to bring in the letter A and feel modern without losing the equity of their existing brand.

The approach



I explored a range of logo directions, balancing a modern look with the recognition of Alhambra’s existing brand. The selected concept transformed the letter A into a stylized human figure, reinforcing the idea that the member is at the center of everything Alhambra does. Through several rounds of collaboration and stakeholder feedback, I refined the direction into a refreshed identity that retained the brand’s signature colors while giving its central message a more visible role.

Building out the brand



Once the logo was approved, I created a full brand guidelines document covering logo usage, color, typography, imagery, brand personality, so every team member could apply the brand consistently. I then refreshed their printed and digital marketing materials with the new identity, working with a copywriter so the visuals and messaging told one story.

Setting them up to succeed



Rather than hand over files and walk away, I designed and implemented several templates so Alhambra’s team could produce on-brand materials on their own going forward.

The result



Alhambra launched a refreshed identity that puts members at the center, supported by a complete brand guide and a template system their team uses to keep every piece consistent. The client praised the collaborative process and on-time delivery across multiple rounds of stakeholder feedback and a full rollout of print and digital materials.

QUOTES FROM CLIENT:

"Awesome! You saved the day!"

Eddie Moraga

Operations Manager

"We are receiving positive comments about the new logo. 😊
I have enjoyed my working relationship with you and image.works."

Debra McConni

President/CEO