GOOGLE CLOUD x NEW YORK FASHION WEEK
/ EXPERIENTIAL SIGNAGE & ENVIRONMENTAL DESIGN /
ROLE: Design
Bold, Purposeful Design
The visual approach for Aspen Group was centered around simplicity and boldness, with a focus on creating intentional space. Minimal design elements were employed to allow for imagination and creativity to take center stage.
Strategic use of white space, along with refined graphics and timeless accents, highlighted Aspen’s dedication to excellence and craftsmanship, while also fostering an environment for creative playfulness and reimagining spaces.
During New York Fashion Week, Google Cloud partnered with EMOTE to create an immersive showcase where fashion met AI. I designed the signage that shaped the guest journey; translating Google’s brand into an environment located beneath the High Line, where visitors could explore AI-powered virtual try-ons and capture their personalized looks. The visual system brought clarity and intention to a new kind of fashion experience.
The directionality of the lines represents expanding into new spaces.
The icon combines a Gothic arch and the vasculature of an aspen leaf–embodying growth and inspiration.
The letterforms have artful chiseled insets, reflecting Aspens hand-crafted attention to detail.
Type & Color
Together, type and color work together to create a refined, creative identity that reflects Aspen Group’s commitment to purposeful design.
The combination of typefaces ensures clear, modern typography, with a touch of elegance and craftsmanship. In the palette, Linen and Lumber offer timeless neutrality, while Flame, Ocre, and Forest inject nature-based energy.