Watson names and brands The Moraine, a community in the Rocky Mountains

Watson was hired to name and design the identity for a residential community in the foothills of the Rocky Mountains, with a brief that required the New York-based branding agency to reach active people who want to hike, bike, climb and ski in pristine nature without ignoring the nearby urban convenience. To capture that meeting point, Watson opted for The Moraine as the name, after the point at which two glaciers merge their lateral edges into a single ridge. “Located between Boulder and Longmont, it sits at the intersection of urban energy and Colorado’s active outdoor culture,” explains Executive Creative Director Chris Dixon. “It appeals to people who want the best of both: access to vibrant communities, innovation, culture and connection, alongside the freedom to explore the mountains.” A moraine is the product of convergence, which applies to the community in a multitude of ways: the meeting of people and nature, of work and recreation, and of the neighbouring communities that shape the stretch of Colorado within which it exists. From that convergence, Watson built a brand strategy around aspiration, adventure and modern alpine culture. The logo builds on that idea through two elements. A rough-hewn rock sits beside a simple pitched house, and together, their silhouettes resolve into an ‘M.’ “The logo takes that idea of living close to nature and uses very straightforward symbols to communicate that,” Associate Design Director Mauro Simeon tells us. “Stylistically, we wanted to keep the logo as rough as possible to honour the character of Colorado’s nature.” The rock has jagged, irregular edges rather than conforming into a tidy geometric shape, aiming to mirror a real piece of Colorado rock.