Incline Village Branding
A naming and identity challenge.
When we were tasked with naming seven buildings at Incline Village, the largest housing development in Duluth’s history, our team approached the project by focusing on what draws people to the area. From its first settlers to today’s residents and vacationers, Duluth’s allure is rooted in its natural elements. Inspired by the Four Elements of Nature – Earth, Wind, Fire, and Water – we created the Duluth elements, reflecting the landscape’s beauty and the enduring love people have for the area. The challenge was to encapsulate these elements in a way that resonated with both locals and newcomers, creating names that felt authentic and meaningful.
Names
Our thought process also looked toward Duluth’s historical Incline Railway, originally built to connect firefighters to the top of the hill and later used by residents as a means of transportation. This railway was symbolic of a greater connection between people, nature, and community. Inspired by this, our names and designs for this project take us on a panoramic journey from Lake Superior to the sky, celebrating the diverse landscapes, wildlife, and plants that characterize Duluth. By weaving these natural and historical threads into the fabric of the development, the names became a tribute to the multifaceted beauty of the city and those who call it home.
Designs
After the names were established, we turned our attention to creating designs that would visually tell the story of Incline Village. Once again, we drew inspiration from the Four Elements of Nature and their elegant, simplistic symbols. Our designs use three simple lines to represent the essence of Duluth—its landscape, history, and connection to nature. Through this visual language, we crafted a look that is both timeless and modern, much like the city itself, allowing the buildings to blend harmoniously into their natural surroundings while standing out as distinct, meaningful spaces within the community.
This project was more than just names and designs; it was about honoring our history while creating a sense of community. By channeling Duluth’s natural elements, historical significance, and community spirit, we were able to craft names and designs that honor the unique identity of Duluth.
