Crossbow
Inspired by Butch Cassidy’s cattle mark and iconic symbols of the American West, the reimagined brand identity for Crossbow reflects a modern yet storied heritage. Founded in Telluride, with new locations in Montana, this American Heritage lifestyle brand offers a bespoke retail experience with custom hat and belt bars. In-store, sustainably sourced leather goods and custom hats are meticulously crafted alongside one-of-a-kind pieces, creating an immersive celebration of authenticity and tradition.
Brand Identity | Print | Digital | In Store
Photography Katrina Flynn | Video Spencer Hoffman
Brand Partnerships
Creative direction for cross-platform collaborations spanning heritage partners such as Tecovas, Filson, and Schaeffer Outfitters — shaping unified visual narratives that live fluidly across retail, digital, and campaign environments. The work balances legacy craft with contemporary brand positioning, ensuring each partnership feels culturally aligned, editorially elevated, and commercially resonant.
Van Atta
Van Atta was conceived as an extension of Crossbow’s cultural footprint — an intimate, hidden counterpart designed for gathering, lingering, and quiet spectacle. Concealed behind the retail experience, the speakeasy was born from a desire to create a space where conversation, craft, and atmosphere converge.
Drawing from turn-of-the-century influences, the design language spans interiors, materials, and identity. My role was to lead the development of the brand identity and all touchpoints — including the menu system, signage, website, and social presence. The Van Atta logotype is a revival of the structure’s original typography, reconstructed to preserve its historic character.
In 2026, Van Atta was nominated by the James Beard Foundation for Best New Bar.
