UW–Madison was considering naming each of the floors of one of its new dormitories after a local lake, and they were looking for some signage and a brand that residents could identify with. Students could have floor-wide events branded with the lake name, and a logo they rallied around. Signs on each floor could tell about the lake's significance. I put together some quick draft concepts.

The idea ended up not getting picked up, but it's one that I was really pleased by, nonetheless.  There’s something that feels powerful in its simplicity, and also makes me feel like this is something you’d see in a book that’s several decades old.