When designing the look and feel of this event, I wanted everything to reflect the spirit of New Mexico. For the logo I chose a less rigid condensed san serif font that utilized more curves to give it a local, hand-drawn feeling. I integrated Navajo symbols of mountains and butterflies into the logo and subhead, to further contextualize the brand. For colors I chose an earth-tone palette with the sandstone brown and graphite grey, headlined by an energetic orange to represent the energy these business leaders bring to their community.