Coming from our hometown of Farmington, NM, Tina Cadman (Navajo) had tasked us in designing a new identity for her newly launched coffee shop. Our job was met with challenge as our approach was to use a juniper tree for the center of the design. That didn’t work. We needed to push further and deeper, but also simplify our approach. We found our light by looking at Farmington’s Navajo history and presence of Navajo entrepreneurs from the 1940s and usage of neon signs.