Publication
Identity & Branding
Print, Digital & Web
Teqwuma Tourism and Education
Illustration | Iconography | Branding | Marketing
CLIENT
In partnership with The George Washington University’s International Institute of Tourism Studies, I developed the visual identity for Teqwuma, a Nisqually Tribal tourism and educational foundation. Starting with a minimal creative brief, I built a cohesive iconography system from the ground up. The designs draw inspiration from the natural elements of the Pacific Northwest—land, air, and sea—while integrating culturally significant symbols unique to the Nisqually heritage.
While inspired by the Tribe’s rich heritage, I was mindful of my role as a non-member. To honor their culture without overstepping into appropriation, I opted for a modern, minimalist graphic style rather than traditional formline art. Each icon features a dynamic foreground element paired with background graphics to evoke movement and connection. To ground the digital work in tradition, I utilized a color palette and textures inspired by historical Nisqually canoes and existing tribal iconography.
To complement the iconography, I selected Gill Sans for the typography. As a Humanist sans-serif, it offers a modern aesthetic while retaining traditional sensibilities, particularly in its elegant italics. This choice was deeply intentional; the Humanist movement of the Renaissance signaled a return to art, literature, and education—a historical parallel to Teqwuma’s mission of cultural preservation and educational growth.
