The art director/designer decided to focus on the West’s unique fashion style, inspired by the clothing and gear used by working ranchers, reimagined in fun and fanciful ways. He hired an artist from Texas who merges typography and illustration with a sense of humor for projects ranging from small, hometown businesses to international campaigns. They decided on four different stamp designs: a cowboy hat, a cowboy boot with a spur, a Western shirt, and a belt buckle featuring a longhorn head. The artist used a stippling technique, creating images using small dots of color, to give the illustrations a worn and gritty feel, and framed each design with elements common to the American West and iconography of the region, including cacti, snakes, roses, and stars.
