Founded in 1962, The Denver Folklore Center has long served as a cultural cornerstone for acoustic musicians. Staffed by seasoned instrument experts, the DFC is known for its deeply knowledgeable team and an inviting, community-centered retail experience. Whether serving first-time players or lifelong professionals, the shop has built its reputation on craftsmanship, care, and a five-star level of service that extends seamlessly from in-store interactions to online and phone consultations.

As the organization approached a new chapter, I was tasked with leading a full-scale rebrand and modernization of this legendary acoustic institution. The objective was to honor the shop’s heritage while evolving its identity to resonate with a contemporary audience of musicians.

I developed a comprehensive brand strategy and visual identity system, including updated typography, color architecture, messaging hierarchy, and design standards that could scale across physical and digital touchpoints. The engagement extended into multi-channel campaign development, aligning storytelling, social content, and in-store promotions under a cohesive narrative platform.

In parallel, I directed a fully branded façade and interior redesign—reimagining environmental graphics, wayfinding, spatial tone, and experiential flow to modernize the retail environment while preserving its authenticity. The result was a future-forward brand ecosystem that positioned the Denver Folklore Center as both a historic institution and a vibrant, relevant hub for the next generation of acoustic musicians.

2023