![](https://freight.cargo.site/t/original/i/7f4fd9ec5a1271e2d4684ee6fbbf742b6764f2ba47fd9d908dcb9ef676a99dde/TMW_Logo_Alt.jpg)
The Mild West
Branding, merchandise, and artwork developed for The Mild West, a Chicago-based pop rock band.
The custom logotype is built from calming shapes, creating a sense of movement and evoking the laidback, natural landscape of the Midwest. The letters “M” and “W” are created from the negative shape of an “M” (above) and a “W” (below) no matter how you flip them — a reference to the double meaning in the band’s name.
Bold colors of the changing seasons are balanced out by a cooler palette inspired by the lakes and forests of Chicago’s North Shore.
The custom logotype is built from calming shapes, creating a sense of movement and evoking the laidback, natural landscape of the Midwest. The letters “M” and “W” are created from the negative shape of an “M” (above) and a “W” (below) no matter how you flip them — a reference to the double meaning in the band’s name.
Bold colors of the changing seasons are balanced out by a cooler palette inspired by the lakes and forests of Chicago’s North Shore.
Responsibilities
Album Artwork
Apparel Design
Brand Audit & Strategy
Brand Identity
Concept Development
Typography Design
![](https://freight.cargo.site/t/original/i/a7d2be48afe05b2685e045e8d40cab2549a19e181e5b5dcdbb33beb2c1e56ed3/TMW_Long_Sleeve_Logo_T.jpg)
![](https://freight.cargo.site/t/original/i/ce86e8790ce8ca4c26d4dfdc17f8002a549f3c5608f79020ebe5794c7a7647ef/TMW_Long_Sleeve_Pattern_T.jpg)
![](https://freight.cargo.site/t/original/i/f00d9572a58ef5fe25297d28cec2e83a65f8bf3ff198a71b1d32b8bb05919463/TMW_Glow_Single-3.jpg)
![](https://freight.cargo.site/t/original/i/44421f77bab086790ec7cc74d0165807ffe2237d65574e23d4dbf9429ab47e7f/TMW_Sweatshirt.jpg)
![](https://freight.cargo.site/t/original/i/ea9b3b0dc6f1b410c2169d079dc1c1bacc0ec26e510b4898e2d839c4be22155f/TMW_Rendezvous_Single.jpg)
![](https://freight.cargo.site/t/original/i/579aaeefb38db6284ecb4100dc05793a4f8061002635f26de378237c9231e3ec/TMW_YLIKM_Single.jpg)
![](https://freight.cargo.site/t/original/i/3d462babc59bb26b0db135d62100ab1056bb38312374f0732266f2306d55fa97/TMW_Photography_B.jpg)
![](https://freight.cargo.site/t/original/i/c4364624767c49ed396313bf49249dda1164ef647b1b366399434288254bae17/TMW_Photography_A.jpg)
![](https://freight.cargo.site/t/original/i/197dae9df8f5f715b2fbb59c47c17f4d6fbdbb1a59ef2116dd0b463becda5b1f/TMW_IBAGR_EP.gif)
![](https://freight.cargo.site/t/original/i/865228d3300b8fb0878e18f7ebdd9f99b88000e9425f34affa8977932330b51f/TMW_Hat.jpg)
![](https://freight.cargo.site/t/original/i/33762d5dc9ef93e6514cc3c02baaf235a47cb34c86746b5145eed564f881d1ee/TMW_LinconHall.jpg)
Team
Cody Vandenberg
Samantha Monendo
Freelance
Photography
Concert Photography
2020–2022
Connor Fleming is a creative director and designer with 12 years of experience working in branding and advertising. He’s currently a Design Director at FCB Chicago as part of The Design Group.