MITCH ROSSELL

I was hired to redesign country music artist Mitch Rossell’s logo ahead of his national tour with Garth Brooks, one of the most iconic names in the industry. The goal was to create a visual identity that captured Mitch’s middle-of-the-road, classic American style. He wanted something bold yet timeless, that would resonate across generations of fans.

Working closely with Mitch’s team, I developed a logo system that evolved into a custom-illustrated mark featuring his name and guitar, layered over the stars of a rugged American flag. The final design is versatile enough for both digital and print applications.

In addition to the logo, I also led the redesign of his entire merchandise line, developing graphics for shirts, hats and tour memorabilia that reflected the new brand direction. Mitch has since gone on to gain national recognition with a featured performance on America’s Got Talent. The design was later adapted into a 3D belt buckle used in his official tour branding.

Below, you’ll see how the custom logo I designed for Mitch was later stitched into a pair of handmade boots by a Western bootmaker. While the photo and concept were not mine, it’s a great example of how the design has taken on a life of its own.

You can see more of this work at www.mitchrossell.com.