Stronghold Studio

Stronghold was recently asked to present a rebranding concept for D’Avolio, one of Buffalo, New York’s best-known destinations for premium olive oils, balsamic vinegars, and Italian-inspired dining. The goal was to create a brand that feels timeless and elevated without losing the warmth and authenticity that makes D’Avolio special. From the olive branch icon and restrained color palette to the packaging and environmental graphics, every touchpoint was designed to reflect quality, craftsmanship and the experience of gathering around great food.

After meeting with the team at D’Avolio, who loved everything, they decided they want to incorporate their existing word mark into the proposed system due to the cost of replacing a lot of large custom signage—which is totally understandable. Even though the final rebrand will look a bit different, I loved this first pass and wanted to share.

In honor of National Mustard Day, I figured there was no better time to present the second project for my Buffalo Food Rebrand series—this time featuring Weber's Mustard. This self-initiated project is the follow up to my Chiavetta’s | Buffalo BBQ & Catering rebrand from last summer. The best part? I’ve already presented it to Weber’s. They loved the thinking and there’s a chance it (or some version of it) might actually come to fruition in 2027.

This conceptual rebrand explores what Weber’s Mustard could look like while honoring more than a century of history. Founded in 1922 at Buffalo’s Broadway Market, Weber’s has earned its place as one of Western New York’s most recognizable food brands. The goal wasn’t to reinvent that legacy—it was to modernize it with a bolder visual identity, refined packaging and a brand system that feels just as timeless on the shelf as it does in Buffalo’s history.

It’s always fun to imagine how an iconic brand can evolve while staying true to what made it iconic in the first place. What Buffalo food brand should I do next?

Some concepts are too good to stay hidden.

This unused logo concept for Explore Oro Valley was created to capture the spirit of Oro Valley, Arizona through a clean, modern mark inspired by the Sonoran Desert. The icon blends a saguaro cactus with geometric forms influenced by the region’s landscape, while the typography keeps the identity approachable, adventurous and built for discovery. Although this concept wasn’t selected, it’s a reminder that some strong creative ideas aren’t seen beyond the final presentation.

Unused doesn’t mean unsuccessful—it just means the exploration was worth it.

A tiny sneak peek at some initial branding for a secret project for a bar in San Diego, CA. The goal was to create an identity that feels bold, a little surreal and just mysterious enough to make you want to know more. From the character based mark to the retro typography and pattern system, every piece was designed to build curiosity and give the brand a distinct personality.

One of my favorite parts of the branding process is exploring ideas, even if they don’t end up being the final identity. This unused logo concept for a coffee brand leans into a bold, geometric aesthetic with a vintage-inspired skull and key—built to feel memorable and full of mystery. The direction ended up getting scrapped, but it’s always worth pushing concepts beyond the obvious to see what unexpected ideas emerge.

Patch design collection for New Era Cap’s Fan Experience at the F1 Miami Grand Prix. Each patch was designed to translate cleanly into embroidery using bold shapes, limited colors and strong graphic composition. Two of the designs were created as special-edition patches for the Williams Racing team, adding a unique collaboration to the overall collection.

Projects like this are why I love illustration, sports branding and experiential marketing—creating work that captures the spirit of an event while giving fans something unique to remember it by.

Which patch would you add to your collection? 🌴🏎️

Patch design collection for New Era Cap’s Fan Experience at the 2025 WNBA All-Star Weekend in Indianapolis, Indiana. Inspired by the game and Indy’s rich racing heritage. Each patch was created with embroidery in mind—using bold shapes, clean lines and limited colors to translate seamlessly from screen to stitch.

Projects like this are why I love illustration, sports branding and experiential marketing—creating work that helps tell a story and gives fans something tangible to take home.

Which patch is your favorite? 🏁🏀

Patch designs for New Era Cap’s Fan Experience at the Formula 1 Grand Prix in Austin, TX. Each patch was inspired by the culture, landscape, and personality of Texas. From music and wildlife to the open road—I keep these bold, simple and built for embroidery.

Projects like this are why I love brand design, illustration and sports marketing—creating designs that go beyond the screen and become a part of the fan experience.

Which patch is your favorite?

Initial brand package for Rally Sports Group, who’s on a mission to equip young baseball players with the skills, mindset and access to succeed in sport and in life. The founder wanted something that felt cool and youthful to the athletes as well as professional and authoritative for potential investors and partners. The result is a distinct R mark with a subtle flag in the negative space—which speaks to the notion of rallying in sports—a high contrast palette and minimal type. More to come!