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
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.