Desert X


In the Spring of 2017, the Coachella Valley and its desert landscape became the canvas for a curated art exhibition – Desert X. The artworks were open to the public and offered visitors a way to see the valley and reflect on both serious and playful issues through the lens of the participating artists.

We were asked to brand this event and experience across all platforms.


From Palm Springs to the Salton Sea there are three hero elements: desert terrain, chromatic skies, and blazing light. Our concept was to let these elements and our desert X logomark drive the visual language. Bold, clean typography juxtaposed with evocative landscape photography establish a sparse and iconic visual language that uses the terrain to establish brand.


We then applied this iconic look to create a new website, physical signage, digital promotion, and branding materials for the Desert X Hub at the Ace Hotel.