Goodland, Texas
Client / Provident Realty, Strada Made
Placemaking, Branding, Design
Led the end-to-end brand development for Goodland, a new town south of Dallas, shaping its identity from the ground up. The work encompassed naming, visual identity, website design, print collateral, and digital marketing, all unified by a cohesive narrative and tone. At the heart of the brand is a logo inspired by the tradition of quilt-making—symbolizing community, craftsmanship, and the coming together of distinct pieces to form something meaningful and enduring. This concept informed a warm, modern visual language and voice that positions Goodland as both rooted in heritage and designed for contemporary living.
Celebrating Heritage & Modernity
Decorative yet distinctive, the familiar quilted star pattern of this concept celebrates the diverse fabric of community — people from all walks of life woven together as one. In the past, barn quilts were even used for wayfinding: unique family patterns hung high to welcome traveling visitors. The bold contrast of this logo helps honor the past in a way that also feels future-forward.
Integrity, creativity, and empathy shape the way we work.
