PROJECT DESCRIPTION
2 weeks x Freelance Brand Design
Midwest Cowboy is a clothing brand based in Chicago, offering midwestern implants high quality clothing alongside a strong, healthy community— however, Ahmed the owner has been overwhelmed trying to develop a cohesive brand identity.
I was brought on to design and collaborate across internal identity, and visual branding systems. I helped shape his messaging and develop a cohesive digital experience to clearly communicate to his ideal demographic. The project wrapped with a final Figma deck presentation, delivered along all digital assets & files, virtually.
[ Process ]
Research
Brand Identity
Visual Identity
Design Application
[ Software ]
Adobe Illustrator
Adobe Photoshop
Figma
Midjourney AI
[Delivered]
Website
Logo & Type
Asset Library
Brand Guide
Initial Client Brief & Brand Workshop
The project began with an initial client briefing and branding workshop meant to foundationally understand, analyze and strategize based on the market potential.
We defined the brand as one that inspires others, embraces individuality, and reflects a sense of freedom. Midwest Cowboy is for the people who may have left the midwest, but feel confident and at home within their roots.
Research & Define
We conducted three rounds of interviews, and found that people were dissatisfied with brands and their ability to realistically portray Midwestern heritage and authenticity. From this, we established core foundational brand messaging.
We built a new approach to market based on this research, one that emphasizes real people, real stories and real places. Drawing from Midwestern heritage, we speak to those who find comfort in belonging and community.
[6 Participants, Ages 25-40]
Branding & Visual Identity
Through a collaborative process with the founder, we defined a brand that speaks to Midwestern heritage— honest, hardworking, and motivated. After two separate design reviews, Ahmed was extremely happy with the result, which included a final presentation of mood-boards, color palettes, type, logos and visual direction.
PROJECT DESCRIPTION
Wireframing & Ideation
My web design process began with a low-fi wireframe, then transitioned into a responsive hi-fi prototype through execution using the visual brand guide.
The site prioritizes clarity, speed, and ease of use — supporting Software Spelunkers’ promise to save clients time and earn their trust. Software Spelunkers are the nerd in your pocket. Easy to trust, reliable, honest and respectful.
PROJECT DESCRIPTION
Reflection & Takeaways
Working on this project revealed a key distinction between building a brand identity and website for a clothing brand versus a tech company, product, or case study. The approach to visual language and web functionality needed to be entirely different—more emotionally driven, stylistic, and culturally rooted.
I especially enjoyed using Midjourney to craft a visual guide for Ahmed to reference in future photoshoots and creative efforts. Leveraging new technology to translate abstract ideas into tangible visuals not only helped solve design challenges but also strengthened and clarified the Midwest Cowboy brand identity, making it more cohesive and usable moving forward.