Built to Connect A Community
No one loves being outdoors quite like Coloradans. We consider the Rockies our backyard. When the Rayback’s founding team came to us (at the time called the Boulder Food Park) we recognized right away that, ironically, Boulder doesn’t have its own backyard, and this was a tension they could own. We knew they were much more than a food park so Human positioned them as a gathering place that would become Boulder’s backyard.Design, Development, Marketing, Strategy
As Unique as the Town it’s In
The founders imagined a food park where ordinary people would gather and dream up extraordinary things over dinner and craft beer. They needed a new name to capture their vision. Human proposed The Rayback Collective based on the story of Marion Rayback who previously owned the building. Along with the name, we created a modular identity system that would capture the local spirit of their new business, while remaining robust and scalable as they expand into new cities.
A Digital Home for a Physical Place
The website we designed for the Rayback needed to feel like a natural extension of the unique and inviting physical space they had created. Our deliberately “borderless” design was informed by the open, neighborly attitude that the Rayback embodies.