Happy Valley Conference Center

The Happy Valley logo was created as part of a larger branding project for the Conference Center. The grounds are located on the West Coast of the United States in Northern California just outside the city limits of Santa Cruz. Just outside the city limits in Santa Cruz means tall, tall redwoods and that’s exactly where Happy Valley Conference Center is nestled; amongst the redwoods at the onset of the Santa Cruz Mountains. It’s beautiful.
Happy Valley Conference Center is owned by a christian organization, but opens its doors to any and all. Because of this they required a visual that expressed this open-armed expression … something that visually communicated outreach and openness as well as inclusion.
I found inspiration in the surrounding redwoods. If you’re unfamiliar with redwoods, then you might not know they grow in groves or circles to put it loosely. If you could imagine laying on your back in the middle of a grove then you begin to understand the abstract perspective of being in a grove and looking to the heights, hundreds of feet above and you begin to see the lines ebbing and flowing in, out, back, and forth.