Design Hedge
2024
Brand design for local media hub
Designing a media hub brand for the pulse of Southern Nevada. Everything local in pop culture and news
Overview
The problem
A lack of local love
Southern Nevada's story is usually told through the Las Vegas Strip, and the people who live here rarely see themselves in it. Local news, culture, music, food and events are scattered across outlets, social accounts and word of mouth. HOME MEANS was created to bring them together in one place, and it needed a brand that could be recognized right away as coming straight from the community it reports on.
The challenge
The brand had to do two jobs at once. It needed to feel credible enough for news and lively enough for pop culture, and it had to feel local without leaning on Vegas clichés like neon signs, dice and showgirls. It also had to work as a media brand that publishes constantly, so the identity needed to be flexible across social posts, articles, event coverage and whatever platforms came next, while staying consistent and recognizable at a glance in a fast-moving feed.
The solution
I built the identity around the idea that "home" is something people feel rather than a place on a map. I started by researching the local landscape and the audience, then developed a logo and a flexible visual system around it, with a bold, confident wordmark, a color palette that draws on the region's desert landscape and skyline, and typography that balances editorial clarity with a more playful tone. I then built templates and graphic components for different content types, such as news updates, culture features and event spotlights, so the team could publish quickly without losing the brand's voice. A set of brand guidelines ties it together so the identity stays consistent as the hub grows.
Logo design
The result
A brand that gives Southern Nevada's local stories a recognizable home, one that feels credible, current and unmistakably local. The system gives the team what they need to publish consistently across channels.
HOME MEANS taught me that strong brands come from a clear idea rather than just a good-looking logo. Defining what "home" meant for the audience first made every design decision easier, and building a flexible system instead of one-off assets showed me how much a brand needs to work on day 100, not just launch day.
