Creating a tourism campaign for the adventurous town of Canyon, Texas.

When you think of West Texas, you might assume there’s nothing to do. Well, we beg to differ.

We teamed up with Visit Canyon, Texas, to create a campaign that highlights the endless adventures and small-town charm of this vibrant West Texas gem—proving there’s more to do than you might think.

Our inspiration started with the region’s biggest attraction: Palo Duro Canyon State Park, the largest canyon in Texas and the second largest in the country. The park’s iconic Lighthouse rock formation became the focal point of our logo and influenced the campaign’s overall color scheme and aesthetic.

To bring the brand to life, we designed a series of mascot illustrations featuring Tex Randall, a towering 47-foot concrete cowboy and beloved roadside attraction. These quirky, cowboy-inspired elements paired with adventurous imagery created the perfect mix for the town’s new campaign.

Next came messaging and campaign development. The phrase “You Can in Canyon” emerged as the perfect response to the misconception that there’s nothing to do here. To reinforce this, we captured custom photography of key attractions—jeep tours, glamping, horseback riding, and more—showcasing the people and experiences that make Canyon a must-visit destination.

Finally, we built a brand-new website, serving as the go-to resource for visitors all over the country. It features key attractions, places to stay, upcoming events, and even tailored trip guides—all in one easy-to-navigate hub.