Client & Sector

City of Golden, Colorado

Municipal Government

Project Objective

Reimagine the Goldens in Golden brand, giving it the care, consideration, and joy that Golden, Colorado's premier event deserves.

Deliverables

Brand Strategy

Brand Identity Design

Brand Collateral

Environmental Design

Year

2026

Goldens in Golden draws thousands of joyful attendees from across the world in a one-of-a-kind, city-wide celebration of the golden retriever.

Goldens in Golden's unique personality and position unlocked an opportunity to partner with Hertz as the event's title sponsor for 2026.

01. Strategy

Groundwork guided the City of Golden through the strategic process of rebranding Goldens in Golden, positioning the event at the intersection of joyful, welcoming, and western.

Together, we defined Goldens in Golden as the world’s largest gathering of golden retrievers—bringing together thousands of joyful pups and their people for a wholesome, nostalgic adventure that warms the heart of winter.

Goldens in Golden is

Cute, Welcoming, Warm, Western, Kitschy, Nostalgic, Joyful, Wholesome, Golden,  Clever, Charming, Fun.

Mood boards help set visual direction—when executed correctly, they bridge the rocky gap between strategy and execution. Stitching in designed elements, like type treatments, allows us to add unique personality and explore direction more effectively.

02. Identity

Rather than a single logo, Goldens in Golden got a family of lockups, all tied together by Archie—Golden's loyal golden. Horizontal for signage, stacked for merch, a compact mark for the places where a full lockup can't fit. Supporting phrases (See You in Golden, Stay a While) carry the brand's voice into more subtle moments. The paw print motif gives the system flexibility that scales, from a sticker to a street. Mesas tie in a sense of place, making the identity Golden in more ways than one.

A strong brand identity seamlessly covers a wide range of applications. Expressions should be similar enough to appear related, yet varied enough to carry interest. Given the range of coverage needed, the Goldens in Golden brand identity called for a rich visual language with plenty of flexibility.

03. Collateral & Environmental

Theory is one thing, physical assets are another. When we craft a brand identity, the thing we're delivering isn't just a logo file, a color palette. It's things, experiences, connection, emotion. The t-shirt that becomes someone's cozy Saturday morning go-to. The sticker on their water bottle that reminds them of that time they road tripped to Golden and the joy the trip brought. The sign that they proudly take a selfie under. These are the things that make a brand.

With a large footprint to cover, signage was a major focus of the later stages of the Goldens in Golden project. Use cases included parking, directional, navigational, and informational displays, in addition to promotional applications and general brand trade dress.

04. Results & Impact

Goldens in Golden drew a record 20,000 attendees in 2026, roughly 45% more than 2025's 12,000.

Positioned clearly and dressed consistently across the city, Goldens in Golden landed Hertz as its first title sponsor—a clear signal of the brand's commercial success, longevity, and importance to Golden.