Branding a sleek and sporty outdoor goods retailer pushed against my usual design instincts as a maximalist illustrator. When first conceptualizing 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 forming arrows. I played with modifying typefaces and photo editing to nail the sleek but grungy brand identity I was looking for.