Branding

Amarillo’s identity has been shaped by its cowboy roots and its role as a transportation hub along historic Route 66. As the only major Texas city on the route, it has long welcomed travelers passing through while maintaining a strong sense of local culture.

Through this project, I wanted to capture the spirit of Amarillo and translate its history into a visual experience. By drawing from the city’s landmarks, stories, and connection to Route 66, I created a design that celebrates both its past and present. The goal was to create something that would resonate with locals while also introducing visitors to the unique character of the city.