Client: Queen of SLC
Role: Brand Designer
Year: 2023
Overview:
Queen of SLC is a brand built on authenticity, inclusivity, and local connection, giving Salt Lake City a bold, unapologetic voice in the city guide space. What started as a TikTok-based platform quickly evolved into an influential community hub, growing into a recognizable and trusted brand. The transformation from a social presence into an established business was solidified through a distinct brand identity, setting the stage for collaborations, merchandise, and an official City Ambassador role. With a clear visual direction, Queen of SLC became a go-to resource for those looking to experience the city in a fresh, modern way.
The Challenge:
Develop a brand identity that reflects the dynamic, high-energy personality of Queen of SLC while remaining professional and adaptable for business growth.
Establish Queen of SLC as a trusted and recognizable local brand, moving beyond its roots as a social media account.
Ensure branding is visually distinct from the typical Western Utah aesthetic, embracing a more modern and inclusive representation of the city.
Create a versatile design system that translates across social media, merchandise, event branding, and city partnerships.
The Solution:
A Vibrant and Inclusive Brand Identity
The brand identity was designed to be visually striking and engaging, mirroring the lively and diverse experiences Queen of SLC highlights. A bold color palette, playful yet structured typography, and custom iconography created a strong foundation for the brand’s presence across platforms.
Social-First Design for Digital Growth
Since Queen of SLC’s audience initially grew on TikTok and Instagram, the brand needed a flexible system that would work seamlessly across both. The visual identity was designed with shareability in mind, ensuring cohesive social media graphics and engaging content that reinforced brand recognition.
Real-World Brand Expansion
Beyond digital spaces, the brand needed to extend into merchandise, events, and partnerships. The identity was developed to be adaptable for merchandise, pop-ups, and city-sponsored collaborations, supporting the brand’s expansion into an official City Ambassador role.
