Small Axe Tree Co → Mountain Lion Land Co Rebrand
For this project, I led a rebrand of Small Axe Tree Co, a company founded by Dekon Coe with a mission to provide reliable, land-focused services rooted in hard work and respect for the natural environment.
I created all vector artwork and textures in Adobe Illustrator, ensuring a flexible, scalable visual identity. Using Adobe InDesign, I then applied these elements to design products and collateral for print, bringing the brand to life across multiple touchpoints.
The new branding honors the company’s original spirit of companionship and resourcefulness, ensuring that as Mountain Lion Land Co expands into broader land services, it carries forward the values and legacy established from day one.
This project strengthened my skills in brand strategy, vector illustration, layout design, and print production, resulting in a refreshed identity that bridges the company’s origins with its future growth.
The original logo held personal significance, derived from a hand-drawn sketch by Dekon depicting his dog, symbolizing loyalty, grit, and the brand’s humble beginnings.
While the rebrand introduced a new visual identity centered around the strength and adaptability of the mountain lion, this heritage remained a guiding influence.
During the planning phase, Dekon shared his appreciation for PNW-inspired native-style art, characterized by geometric shapes and natural motifs, which guided the visual direction of the rebrand. Together, we explored mood boards, textures, typography options, and color palettes, ensuring that the new identity would reflect the company’s roots while standing out in the marketplace.
Small Axe Tree Co Business Card
Mountain Lion Land Co Business Card
