Logo and Branding
As creative director at Lonehollow I had the privilege of managing the brand for 15 years. In recent months I have begun to offer my services to others to elevate their brand and stand out in the crowd
When Dick McGibbon approached me to create a logo and branding package for his horseshoeing business, he had already tried twice with two different designers that failed to deliver what he was after. I had only a few directives, make it clean, modern, yet give a nod to the past.
After researching his competition, and the overall industry he was in, I developed a branding package that felt clean and modern but at the same time vintage. I drew inspiration from vintage western signs and brands and colors were inspired by early Ralph Lauren catalogs. It was a perfect combination, and the timing could not have been better. Dick was about to celebrate 10 years in business and he quickly took the design and made promotional items to give as gifts to his clients in honor of his anniversary and their loyal patronage.
In the fall of 2005, when I joined the small initial team at Lonehollow, only a few things existed at the time. The name, Lonehollow which came from a play on how locals referred to Long Hollow Canyon (Lon-holler) and the mission to prepare kids for life through the adventure of camping. We settled on a Gear to represent the brand as it was not at all a traditional camping icon, but it encapsulated what we wanted to achieve. It was what we were going to provide all who came through the gates with, gear for life.
We initially started using just one main typeface for the brand that said “Adventure” “Grit” Resilience” and then overtime began to transition to bolder, cleaner typefaces when marketing the brand in different channels. A serif version of the font was used for non-summer camp programs. Weddings, Corporate Retreats, and the like.
In addition, Lonehollow was also a 3,000 acre ranch. I wanted to pay homage to its heritage as a cattle ranch I created a brand that was used around the property on Windmills, gates, etc.
Branding and can design concepts for a West Texas Brewery.
Additional recent branding projects for small business and social media influencers on Instagram.