The Goat Ranch is a massive event venue located in South Greenfield, MO that's doing things a little bit differently—featuring a concert venue, huge pavillions, rodeo, chuckwagon racing, and much more. One of the first of their kind their goals are rooted in community, providing an affordable and all-inclusive experience for everything outdoors.

I was asked to create their official visual identity, as well as a quick and dirty map for their security teams and brochures. They'd had a logo before, but it was built without scalability in mind, so they had a lot of trouble using it. My goal was simplicity and character, but ultimately the project goal was to create an identity that felt like the "new west", with nods to old fashioned design baked in, while staying friendly and scalable. They were not concerned about maintaining any brand familiarity with their existing logo, but I did retain some overarching form to keep it feeling familiar.