CATEGORY 10

Brand Identity & Brand Direction

 

I led the brand identity work for Luke Combs’ honky-tonk, shaping a visual system that captured his full-on Category 10 energy. From early public announcements to in-bar signage, the goal was to build something bold, authentic, and grounded in the atmosphere of a real honky-tonk.

I also had the chance to visit Luke’s place and pull décor directly from his personal collection—pieces with real stories behind them. Those details helped the space feel authentic and genuine, not themed or manufactured.

 

 

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