Haley George




Friends of the Mountain

FALL 2024



Friends of the Mountain is the membership program of Mt. Sequoyah, a historic non-profit community center in Fayetteville that focuses on arts, recreation, and community belonging. As one part of a group project for Identity Systems, I was tasked with creating a brand for the membership program that focused on blended legacy and modern flair seamlessly to appeal to younger ‘friends’ as well as their long-term supporters. 

We began this project by creating a physical moodboard, ‘wallpapering’ a whiteboard panel in our studio and exploring the tactility of the Mountain’s core values. We then conducted research and moved onto sketching stages and final iterations. Through my proposed branding and applications, I depicted the core values of the Friends of the Mountain in a quilt square, representing community, the arts, and the beloved history of Mt. Sequoyah.