challenge.

TexPlex did not exist when they asked Ardent Creative to brand the organization from scratch. We needed to create a “wow” factor in the brand that elicited excitement just by looking at it. Because of the nature of TexPlex Park and the activities that would be facilitated there, the branding needed to be aggressive, but fun so people would want to participate. Branding, style, and assets had to relate to the culture of the sports and lifestyle while simultaneously making those activities approachable to all demographics.

approach.

In order to brand a new company from the ground up, Ardent Creative researched relevant park, entertainment, and outdoor sports markets to better understand the culture. We visited the location in its earliest stages of development to get a sense of the environment. And we spent quality time with the founders of the organization to catch their vision for TexPlex. All of this research led to the creation of a compelling brand that both communicates and motivates movement and activity.

BRANDING

texplex.

Early in the process, Ardent knew TexPlex branding would be best represented by movement, angular lines, and bright colors. It would need to be fun and slightly aggressive to accurately communicate the brand personality.

moodboards.

Moodboards include typography, photography, colors, styling, and market positioning to create a visual conversation between Ardent Creative and clients like TexPlex. Clients choose from two to three options the Ardent team presents as viable possibilities. TexPlex chose between a hand-drawn grungy look and the geometric option you see on their site today.

moodboards.

Moodboards include typography, photography, colors, styling, and market positioning to create a visual conversation between Ardent Creative and clients like TexPlex. Clients choose from two to three options the Ardent team presents as viable possibilities. TexPlex chose between a hand-drawn grungy look and the geometric option you see on their site today.

logo concepts.

After TexPlex decided on a moodboard, designers created a handful of logo options within the theme of angular, geometric lines and movement. We had to keep in mind all the ways the logo might be used. The movement, weight, and balance of the logo needed to depict the right feel with the structure. Since it was a new entity, nobody would know what the T-mark represented, so we landed on a word mark.

WEB

website design.

TexPlex wanted each excursion they offer to have its own page on their website. Ardent designers used action shots in the headers to show what TexPlex patrons can do. Each excursion page shows a vehicle coming out of the frame to depict more drama and draw people into the experience.

WEB

website design.

TexPlex wanted each excursion they offer to have its own page on their website. Ardent designers used action shots in the headers to show what TexPlex patrons can do. Each excursion page shows a vehicle coming out of the frame to depict more drama and draw people into the experience.

DIGITAL MARKETING

ad rolls.

Digital marketing ads were initially teasers to create interest and excitement about TexPlex while it was still being built. Because we didn’t have assets of the actual activities, we used selective photography and styling to emphasize each adventure. As construction of the park progressed, we planned a photoshoot to get more assets. The ads themselves show items breaking into and out of the frame to convey the way TexPlex is breaking free of “normal”.

snapchat filters.

Snapchat filters are a fun way to use the brand for engagement. We created TexPlex Snapchat filters for each excursion to highlight the company tagline. This is also where we introduced Texas-themed icons into the branding.

snap chat filters.

Snapchat filters are a fun way to use the brand for engagement. We created TexPlex Snapchat filters for each excursion to highlight the company tagline. This is also where we introduced Texas-themed icons into the branding.

PRINT

business cards.

TexPlex employees needed business cards to be clean and professional, but since no one outside the company was familiar with the organization yet, the cards also needed to tell the story of the brand. We chose a series of images for the back of the cards to represent the various adventures available at TexPlex.

PRINT

business cards.

TexPlex employees needed business cards to be clean and professional, but since no one outside the company was familiar with the organization yet, the cards also needed to tell the story of the brand. We chose a series of images for the back of the cards to represent the various adventures available at TexPlex.

t-shirt design.

Ardent collaborated with TexPlex to use the brand to create wearable apparel for employees and future merchandising possibilities for the brand.

ready to get started?

We love to work with Teams that are excited about their brand and ready to step up their game.