Cowboys Who Care Branding Project

This project was apart of my senior capstone class at Dallas Baptist. I had to rebrand a nonprofit of my choosing.

 

Cowboys Who Care was founded by comedian William Lee Martin in 2011. They partner with Resistol Hat Company to give kids battling terminal cancer an opportunity to escape the difficult reality of treatment. Their motto is, "Because every kid wants to be a cowboy."

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This logo was created with the Cowboy lifestyle in mind; simple and versatile. The shape was inspired by a boot heel. And the typeface choice was taken from the woodblock type created during the Industrial Revolution of the mid 1800’s, the time when cowboys ruled the west. The star is a symbol of unity and bravery. This combination mark embodies what CWC is all about, giving brave kids the opportunity to be a Cowboy.

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In addition to the logo, I created a new paper system, a website, direct mail, and merchandise. The project was also delivered with a brand guide book that explains how the brand assets should be used correctly.