Rawhide
New fun in the old west
Since 1971, Rawhide, an 1800s-inspired replica western town in Phoenix, Arizona, has opened its doors to millions of tourists. To continue attracting guests for generations to come, the brand sought a visual identity refresh. As a Designer at O.H. Partners, I designed and illustrated the below identity.
In 2023, Rawhide saw locals become less proud of Arizona’s Wild West heritage and tourists less interested. This prompted the need to refocus their identity with the goal of making Rawhide the top destination for Western fun in Phoenix. I was tasked with designing an identity that would appeal to both young families and young adults.
The custom logotype references type used on cattle ranch signage from the late 19th century. The flourish on the "R", resembling a boot spur, was drawn in the style of a tribal star. It was inspired by the art of the Maricopa and Pima peoples, whose land Rawhide sits upon. The color palette was also inspired by the Gila River tribes' art and materials, including red ochre, foolscap, and gold in various shades.
This one was special to me, because I grew up ten minutes away from Rawhide and spent every birthday here as a kid. Fast forward and I got to help new generations enjoy Rawhide for years to come.
O.H. Partners, Agency
Kurt Snider, Design Director
Tim Washburn, Creative Director
Will Simmons, Designer, Illustrator
