the midnight oil group started with brand development: streamlining messaging, illustrating brand differentiators, honing the mission and identifying target customers. This integral step ensures all future marketing and design is strategic and focused. Having a strong brand foundation serves as a roadmap to keep efforts on point as the business grows and develops.

the midnight oil group needed to nail the logo, as it would be prominently displayed on the building’s exterior as well as used throughout a wide variety of retail items in the store. The client wanted a look that spoke to the rustic nature of Texas, but also felt feminine and soft as a garden center.

The result was the perfect blend of both elements, incorporating a more rustic font with a streamlined design. In addition, the midnight oil group designed a trio of suppporting logo variations to be used as needed.