Quorum: A Collaborative Choir Brand Identity
After looking at Quorum's current assets, we wanted to rebrand, elevate, and evolve Quorum. A clear brand identity would expand Quorum’s presence in the local performance scene. The representatives of Quorum, Ashley Hoffman and Tony Domenick wanted their new identity to reflect the artistry and inclusivity behind their group through a refined and professional image. This new identity would create opportunities for growth, connection, and creativity. I was responsible for creating the logo mark, seasonal trifold brochures, and the event pages for the website.
In the initial meeting, Hoffman and Domenick made it clear they wanted to keep their iconic “Q” mark in the new lockup. The design team drafted 12 potential logos for Quorum to claim as the symbol of their collective. Using Adobe Illustrator, I designed a version that references the staff from sheet music. I adapted this motif into a fluid staff to place inside the counter of the “Q,” drawing the eye to the logo mark.
Quorum’s new logo marks revolve around the stylized “Q,” designed to echo the flowing, interconnected spirit of the choir. Each mark incorporates organic, fluid elements that represent the collaborative movement of voices within the group. These visual forms are more than decoration. They’re a reflection of Quorum’s identity, where no single voice stands apart, and every part contributes to the whole.
Winter Color Palette
Summer Color Palette
The Winter Palette for Quorum leans into a rich, calming range of blues and purples, capturing the stillness, depth, and reflective nature of the season. These hues evoke a sense of quiet resonance and layered interplay, mirroring the intimate, inward energy of winter performances. At the heart of the palette is Bravura, a deep expressive purple and hero color.
The Spring Palette for Quorum introduces a sense of vividness and warmth, offering an energetic counterpoint to the cool, introspective tones of the Winter Palette. Built around complementary hues, it brings balance to the brand’s color system, ensuring visual variety while maintaining a connected, harmonious identity. At the center is Forza, a bold, brilliant orange that radiates vitality, optimism, and momentum.
The display typeface, Zahrah, is reserved exclusively for the Quorum logo mark and must never be used in headings, body copy, or promotional text. Its distinctive, flowing character was selected to represent the ensemble’s identity within the logo.
The primary typeface, Mrs Eaves XL Serif OT, serves as the foundation of the brand’s typography. It conveys a sense of refined tradition and approachable sophistication, making it ideal for headings, subheadings, and titles across print and digital applications. Its balanced proportions and strong readability bring a timeless quality to the brand’s messaging.
Supporting this, Mr Eaves Mod OT functions as the secondary typeface for body text, captions, and supporting information. Clean, modern, and understated, it serves as a neutral counterpoint to the primary serif, ensuring clear, accessible communication while maintaining the brand’s elegant tone.
The digital space that amplifies Quorum’s presence in Denver’s music scene. Each page with a curated color palette that echoes the energy of the seasons.
Using Figma, I thoughtfully combined images, color, and typography elements to create a unified, expressive digital experience reflective of the group’s collaborative voice. Every layout maintains a clear, intentional visual hierarchy, carefully balancing type scales, palette use, and image treatments to guide the viewer’s attention in a way that feels natural, refined and communicates a strong identity.
These versatile brochures are crafted for every audience and event. Each season features fresh pictures and timeless design. I used Adobe InDesign as my layout software to precisely combine text and image in a pleasing composition.
Like web design, the hierarchy is grounded in the typography, color, and image guidelines to ensure consistency, legibility, and a strong, unified brand presence. Elements like gradient-mapped photography, paired typefaces, and palette control should work together to reinforce the brand’s character.
These everyday essentials are designed for all ages and lifestyles. Each season features updated designs in a refined, seasonal color palette.
The Unified Voices campaign for Quorum: A Collaborative Choir was successfully received by the group. The campaign taught me valuable lessons about delegating tasks to complete an identity rebrand within a group of designers and how to apply my strengths in layout, color, imagery, and type.
This project strengthened my skills in the Adobe Suite and refined my workflow. I used the pathfinder tool in Adobe Illustrator to create Quorum’s new logo and used its batch export features to transfer to Adobe InDesign. Adobe InDesign was instrumental in creating the seasonal trifold brochures because of the parent page feature. This tool sped up my workflow and assisted me in creating a parent template to seamlessly change the assets for both seasons.
I am proud of the work I completed in this project, and I appreciate Quorum’s time and consideration. This project was prepared as part of CU Denver’s Design Studio III FINE 4400 curriculum from March to May in 2025.