Designing with Intention: A Look Inside the Logo Process

Some projects remind you why you love what you do. For us, the Indian Impact Schools of Montana logo was one of those.

This initiative represents a statewide effort to create opportunities for Native students and schools across Montana – a mission that’s both deeply local and far-reaching in impact. From the start, we knew this logo would need to honor that breadth: appealing to all of Montana’s tribes while avoiding the clichés that often accompany “Native-inspired” design. It had to feel respectful, rooted in authenticity, and forward-looking all at once.

We’re now continuing the collaboration with their website (coming soon!), but before that launches, I wanted to share a peek behind the curtain at how this logo came to life.

Research & Discovery: Setting a Foundation of Respect

Before I ever opened Illustrator, we started with research (lots of it!). Kate (our project manager) and I spent time learning about Montana’s tribal nations, regions, and visual languages. We explored traditional jewelry, beadwork, and symbolic art forms alongside the Montana landscape itself – mountains, rivers, plains.

The goal wasn’t to replicate any single tribal symbol, but to design something broad enough to nod to Native communities across the state, while still feeling specific to place. We created mood boards to explore tone and texture: earthy palettes, organic shapes, and motifs that spoke to unity and education.

Exploring Concepts: Two Paths Forward

Once the foundation was in place, we moved into concept development. We presented two distinct directions to the client:

• Concept 1 leaned traditional and grounded: warm, organic, and instantly recognizable as a Native organization without feeling stereotypical
• Concept 2 was more modern, abstract, and geometric, designed to capture the school’s youthful energy with brighter colors and a more contemporary tone

Each reflected the duality of the target audiences: community leaders and lawmakers on one hand, students and educators on the other.

The client loved both, taking them to their Board for review. In the end, they chose Concept 1, feeling it best reflected their audience and message (but not before giving the modern one serious consideration!). Seeing these two ideas in application helped everyone articulate what mattered most.

Collaboration in Action: Feedback That Fuels Progress

This project was a masterclass in collaboration.

We held live critique sessions where the client literally crossed out mood board images, and gave candid, thoughtful feedback. They trusted us to interpret their ideas and translate them into design decisions.

By the second round, they asked to experiment with pairing the traditional symbol from Concept 1 with typography from Concept 2; a fusion that helped clarify direction, even though the final logo ultimately returned to its original form.

That balance – clear feedback without oversteering – is what made the process so smooth. Kate did an incredible job anticipating needs, keeping communication clear, and making sure each round moved us closer to the right outcome.

The Final Brand: A Symbol of Connection

The chosen logo strikes a balance between tradition and clarity. It reflects Montana’s landscape and cultural roots through organic, grounded forms, while maintaining the professionalism and simplicity needed for broad recognition.

Even more rewarding was the client’s reaction: excitement, pride, and a sense that this logo genuinely represented their story.

As we now move into web design, this mark continues to guide the visual language- rooted in authenticity, but built for growth.

Final Reflections

This project was a reminder that great design depends on great partnership. From deep research and internal working sessions (I love live-designing with Kate!) to real-time collaboration with the client, every step added clarity and meaning.

When clients trust the process (and the people behind it), great work always follows.

Stay tuned for the full case study when the Indian Impact Schools of Montana website launches!