National Western Center

Brand Development and Website Design


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A new take on a legendary Colorado space

The National Western Center (NWC) represents a visionary transformation of the National Western Complex and Denver Coliseum sites into a year-round destination and regional asset. With 250 acres of re-developed land, the NWC will support Denver’s global standing as a world-class hub for agriculture and innovation.

NWC needed a unified brand, website and marketing materials representative of its future as a vibrant, dynamic, and accessible educational and entertainment environment in the heart of Denver. The new brand needed to represent the vision of the new site, increase awareness on a local, national and international level, speak to a broad and diverse group of stakeholders and inspire companies and individuals to engage and partner with the site.

Honoring Roots While Looking Ahead

Partnering with local firm Communications Infrastructure Group (CIG), background research and interviews were conducted among more than 350 community members, businesses, partner organizations and other stakeholders. The unanimous key creative insight from research indicated the focus of a branding effort should consider balancing the “spirit of the west” and the history of the site with the future focus on innovation, technology and food security.

Beyond this, persona attributes to inspire creative development included:

  • Vibrant & Active
  • Inclusive & Accessible
  • Engaging & Friendly
  • Modern & Innovative
  • State-of-the-Art
  • Authentic & Historic
  • True-to-its-Roots

The challenge ahead of us centered around celebrating cornerstone western heritage with the pioneering pursuit of something more.

Where Heritage Meets Horizon

The National Western Center desired to become known as an international hub for pioneering spirit, bringing together cultural connection, agricultural innovation, and leading education, to ensure the Western livelihood continues to inspire tomorrow’s global food solutions.

Our team designed the NWC Identity and Brand Expression to represent this hub both literally and figuratively. Within a uniquely shaped badge form that represents where the mountains meet the plains of the state of Colorado we also contained the silhouette of a wagon wheel. The wagon wheel serves as a reference to the pioneering heritage of the state while also showing how multiple directional spokes meet at a central hub representing a figurative gathering place. Custom typography and clean angular outlines strike a balance between the foundational Western heritage and a future-facing modern approach to global food issues.

A bold color palette and angular color blocking further extend the modern angles in the identity and support the 3 provocative action words used in the tagline. The words “Imagine. Discover. Cultivate.” inspire and invite the audience to envision what the NWC site might have in store for them and provide a way to categorize content around the different interest areas of the location. Stylized imagery and large simple typography extend the graphic look across multiple applications and mediums, from website to business papers and large-scale outdoor banners. A detailed brand guidelines document defined the rules around use of these elements, instructed how to cobrand with partner organizations and illustrated how to consistently apply to new pieces going forward.

D+i continues to collaborate with CIG and NWC on ongoing website and marketing endeavors.


National Western Center


Brand Expression
Core Identity Design
Website Design & Development
Marketing Collateral Templates