Under the Gun already had the skill, reputation, and community trust — they just needed a brand that looked as sharp as their work. The challenge was elevating their image without losing the rugged, off-the-cuff personality that made the shop authentic. All the right elements were there; we simply built a visual identity that finally matched their craft.

• Build a distinct visual identity that feels strong and approachable while keeping a little bit of an edge

• Design a website and some print materials to help garner a wider audience

• Make the brand elements versatile so they can be used in many different places while keeping the brand cohesive

Our approach started with digging into the owner’s personality and uncovering the real story behind Under the Gun, using discovery and brand positioning to build a foundation before any design work began. From there, we modernized the identity with clean marks, a flexible logo system, and a color palette that balanced professionalism with approachability — all while slipping in our own unconventional touches, like a gun icon built from the letters U, T, and G. Every choice was made to keep the brand honest, trustworthy, and easy to connect with, without losing the edge that makes Under the Gun who they are.

The solution was a fully modernized brand built around a bold, clean aesthetic that still kept a hint of edge true to Under the Gun’s personality. We developed a flexible logo and icon system paired with a fresh color palette, giving the shop a cohesive identity that instantly elevated its perceived professionalism. The new website replaced an outdated, underperforming platform with a clear, service-focused experience that’s easier to navigate, easier to contact, and already driving increased traffic. Early feedback from leadership and customers has been overwhelmingly positive, proving the new brand not only honors the shop’s reputation but amplifies it.