Genesee Fire Rescue
Genesee Fire Rescue is a mostly volunteer fire company located in the foothills of Golden, Colorado. In 2023, GFR celebrated their 50th anniversary as a department, capping an era of service to the community of 4,000+ residents. In early 2024, I partnered with fellow designer and current GFR volunteer Ryan Gaddis to refresh their brand identity for a modern era, with an assortment of assets to support their wide range of services, including Structure Fire, Wildland, Mitigation, Hazmat & Medical.
Genesee, CO is a beautiful place tucked up in the hills outside the city and is home to a lot of wildlife, specifically bison. The bison has been at the center of the brand's DNA and has been rendered a handful of times over the years. From our initial discovery, we confirmed that while the bison represents Genesee, OUR bison needs to embody the tenants of the department.
The department champions professionalism, versatility and accessibility. Wanting the community to feel their presence and commitment to service.
After (literal) hundreds of iterations, we landed on our new bison. It's dynamic, action oriented posture embodies GFR and is built to scale from a hat to the side of the truck.
Additionally, we added a more illustrative version to aid in application across deliverables.
Illustration by: Dylan Fowler
We unveiled V1.0 of brand refresh to the Genesee Community in the summer of 2024. Complete with everything from face painting to helicopters, we were able to re-introduce ourselves to our neighbors. V2.0 coming soon...
