The Register at Post District: Crafting an Authentic Brand Identity

The Register at Post District shines as a hallmark of human-centered design that honors history while paving the way for a flourishing future. In this exclusive interview, Cody Clark of RSM Design reveals how the team intertwined narrative, place, and authenticity to create a brand identity that resonates with both community and context.

1. How did your background and design philosophy shape your work on The Register?

Cody Clark: As a Principal and Director of RSM Design’s Los Angeles office, I bring years of experience and a passion for evolving how we design. My work is grounded in a human-centered, principle-centered design approach—starting with asking the right questions to create meaningful, successful spaces.

Previously, I was a professor at ArtCenter College of Design, where I had the chance to mentor emerging designers. That experience shaped how I approach every project—with a focus on exploration, collaboration, and pushing creative boundaries. Whether it’s through design education or industry conversations, I’m passionate about connecting ideas and people to drive design forward.

2. What was the brief for The Register at Post District, and what goals guided its success?

Cody Clark: Our client approached RSM Design to create an authentic collection of brands, signage, graphics, and public art that spoke to their desired market and cultural character. Their goal was to build brands that mirrored the individual architectural, historical, or community context. This inside-out exploration needed to be unique to the market but also reflect the site’s historical commercial printing past. Our client team was deeply invested in building brands that would honor the past while setting the right voice for this up-and-coming area of Salt Lake City.

3. What inspired your approach to this brand identity?

Cody Clark: We were inspired by the story our client shared about revitalizing a dilapidated warehouse district that once housed a major publishing powerhouse—home to printing for the Salt Lake Tribune, Deseret News, and USA Today. We dove into historic printing terms and graphic devices, urban art and graffiti, and dynamic ink printing methods. The voice we crafted for The Register and the associated brand kit reflects this exploratory process, marrying grit with refined elegance.

4. What challenges did you face during the design process, and how did you overcome them?

Cody Clark: Every project has its challenges, and uncovering solutions that turn lemons into lemonade is the trick. Our biggest challenge was managing authenticity. Post District was a multi-year project, but the vision of creating an authentic neighborhood never wavered. Authenticity became a core design pillar that guided all decisions. Our client knew the audience was smart, traveled, and savvy to forced or manufactured “grit.” By finding the right harmony between raw, industrial texture and refined execution, we delivered solutions that felt natural and resonant.

5. What sparked your passion for communication design, and how has your creative journey evolved?

Cody Clark: My personal journey has been broad: an individual first, designer second. Travel shaped my experience and added layers to the onion of culture, food, art, architecture, and place. I don’t separate design industries because they are woven of the same story. I document through photographs, writing, and collections to frame my worldview. Projects have soul, with stories waiting to be told. My process lets me apply personal understanding to each design solution. As I age, I remove myself from the process to focus on context or community, which yields more interesting solutions.

6. How do you stay updated on trends like AI, and what is your perspective on its impact?

Cody Clark: Designers are by definition on the edge of what is new—we are seekers. I personally gravitate toward creating something I’ve never seen before, which requires varied physical, spiritual, and emotional tools. I incorporate AI tools like MidJourney to expand and iterate ideas rapidly, carefully managing authorship, prompts, and learning loops to stay ahead of the tool. I see this as another “industrial age,” and the creative community should push tools beyond what’s imaginable. Every new tool brings controversy, fear, and trepidation—so be a seeker.

7. What steps do you take to continue growing as a creative professional?

Cody Clark: I read, absorb, apply, test, and reflect. I maintain a growth mindset by continuously learning and adapting.

8. What daily practices nurture your imagination and creativity?

Cody Clark: Daily life inspires me. I’ve trained myself to see beauty in little things—my kids laughing, the sky’s changing colors, the shadow from my coffee steam. It’s a lifelong discipline to see the world, and at this stage in my career, it comes naturally. Teaching has also been a magic source of inspiration; seeing a student’s personal voice and potential realized is truly rewarding.

9. Who are some of the biggest influences in your creative life?

Cody Clark: My influences span beyond design—music was one of my first loves. I remember hiding in the closet listening to London Calling and Joy Division, later Miles Davis. The art was just as palpable: Art Chantry, Peter Saville, Neville Brody, and Reid Miles. An early design hero was Vaughan Oliver of 4AD Records, with his obsession for photography and type as image. I admire creatives who took chances and made you feel something—design that made you question or see the world differently. I was fortunate to witness a tornado of discordant design at Cal-Arts and Cranbrook from figures like Barnbrook, Venezky, Fella, Keedy, and Carson. I often looked to artists, photographers, and writers as well.

10. How do you balance client needs with your personal creative style?

Cody Clark: For me, balancing client needs with creativity starts by asking the right questions—a key part of RSM Design’s approach. It’s about understanding the client’s vision, the stakeholders’ goals, and the people who will use the space. From there, we solve problems collaboratively, blending creative solutions with practical outcomes. It’s not about imposing a personal style but about crafting thoughtful designs that truly serve the client and their community.

11. What does receiving a Creative Communication Award mean to you and your team?

Cody Clark: I’m honored to receive a Creative Communication Award. This recognition is a testament to the incredible team behind The Register at Post District and our shared commitment to creating meaningful, human-centered experiences.

Designing the Future

The Register at Post District exemplifies how brand identity can honor history and community while forging a fresh, authentic voice. By mining the site’s printing heritage and marrying it with a gritty yet refined aesthetic, RSM Design has set a new standard for place-based branding that resonates deeply with both locals and visitors.