Branding a sleek and sporty outdoor goods retailer went against every usual design instinct of mine, as a maximalist leaning illustrator. When first concepting the logo mark, leaning too into the moose aspect of the brand name led to derivative marks (think Ram Trucks) and one note designs. Instead I combined the first and last characters of the brand name, M and W, into a teeth of a jaw, making a hexagon. The mark also indicates movement, with the negative space making arrows. I played with modifying typefaces and photo editing to nail the sleek but grungy brand image I was looking for.