Austin Outlaws - NFL Team Concept
THE CHALLENGE: As one of the fastest-growing cities in America, Austin, Texas, is a prime candidate for NFL expansion. A city with such a unique cultural identity requires a brand that avoids Texas clichés. The goal of this project was to design a professional football brand that bridges the gap between rugged Western heritage and the high‑octane energy of a modern, tech‑forward city.
THE OBJECTIVE: To develop a visual identity, we included a primary mascot, custom typography, and a strategic color system that feels league‑ready while authentically Austin.
MOODBOARDS
The creative direction for the Austin Outlaws began with an exploration of place and persona. My mood board served as a collision point between the Old West and modern Austin. I drew inspiration from the hues of a Texas sunset, iconic cowboy aesthetics, and contemporary sports brands. This fusion ensures that the brand feels authentically rooted in Austin’s culture while maintaining a competitive, professional edge that would resonate on an NFL stage.
SKETCHES
I aimed to translate the outlaw persona into a recognizable sports brand. I explored two distinct approaches: character-driven imagery and custom typography. I concentrated on the silhouette of the cowboy hat and bandana, experimenting with ways to weave them into a cohesive logo. I also incorporated stylized monograms and scripts. This phase was crucial for testing how different weights and expressions could convey the focus and menace essential to an NFL brand.
DIGITAL DRAFTS ROUND 1
In the first round of digital work, I focused on line weight and negative space. I experimented with variations of the outlaw to test different levels of detail and aggression. By simplifying the facial features and emphasizing the sharp, sweeping curves of the cowboy hat, I aimed to create a logo that remains legible at small scale while still conveying a powerful presence.
DIGITAL DRAFTS ROUND 2
In the second round, I shifted focus to dimension and color. I introduced a blue-and-sand palette, using high-contrast shading to create depth and mystery. This stage was critical for refining the mask and eye details, ensuring the gaze felt intense and focused. By designing both a frontal symmetrical composition and a dynamic side profile, I enabled more aggressive linework and emphasized forward momentum—an essential trait for a modern sports franchise.
DIGITAL DRAFTS ROUND 3
During the third development phase, I started crafting formal logo lock‑ups, concentrating on balance and legibility. I experimented with a stacked arrangement, employing an arched typeface that mirrors the curves of a cowboy hat. The result is a shield‑like silhouette, a hallmark of sports branding. By testing various color combinations, I identified the palette that offers optimal contrast, preserves the Austin aesthetic, and highlights the mascot itself.
FINAL DESIGN
The final identity for the Austin Outlaws is built on three core pillars: Defiance, Legacy, and Grit. After several rounds of refinement, I landed on a visual system that strips away unnecessary complexity in favor of high impact scalability. The final mascot is a simplified, modern outlaw that captures Austin’s rebellious spirit through sharp, aggressive geometry. By moving away from cluttered outlines and warped type, I created a brand that feels authoritative and timeless, a true professional identity capable of standing alongside the NFL’s most iconic teams.
The Austin Outlaws project bridged raw creative expression with professional brand standards. Beginning as an expansive exploration of Austin culture, it evolved through moodboards into two final color systems, each chosen to convey both an intimidating presence and iconic identity.