Creating a new brand such as Half Rack presented many different challenges. The first task was creating a logo that made it appear as though the word mark was nested within a deer antler. The other challenge was creating an entirely new camouflage pattern. 

Designing a logo that appeared as though the text was nested within a deer antler was not an easy feat. Dozens of photos were taken and manipulated to come up with the correct angle for the antler to fit the word mark within it. The camouflage pattern was an incredible puzzle to piece together. All elements within the camouflage were photographs taken in the woods, cut out, and pieced together to create a seamless, naturally flowing pattern. The final result was a camouflage that had exceeded expectations. While most camouflage is either illustrated or a simple pattern, this camouflage is incredibly realistic since all elements are cut from photographs, thus creating a camouflage that is truly three-dimensional.