More soul than the state of Texas.

Do I listen to pop music because I'm miserable, or am I miserable because I listen to pop music?

John CusackActor

You’re either part of the problem, or you’re part of the solution.

The Problem

The Band of Heathens is an absolute Rock & Roll machine with a strong National fanbase built from 10 years of touring.  The one thing missing was a cohesive brand that looked, felt, and smelled like their music sounds so we embarked on a full rebrand from head to toe which propelled them into the release of their 10th and most commercially successful album to date.

Our Solution

Alongside the band’s manager and a graphic designer SoulForceOne art directed their new look and feel from logo design to colorway choices, imagery to video promos, album design, apparel design, and web design. The entire project took over 12 months and led to their most cohesive and successful album release marketing campaign to date.


Austin, Texas

They Wanted

  • Web Development
  • Art Direction
  • Branding


Austin, Texas based Rock and Roll Americana at it’s finest. For their fifth studio album, Duende, the Heathens wanted to step out of the norm and introduce a new brand direction. I was brought on as their Creative Director. Together we produced a new logo, a new website, promotional videos, merchandise, and brand guidelines.  After their launch they reached #1 on the Americana charts and breathed new life into their band. These cats have more soul than the state of Texas.

Art Direction

The Band of Heathens came to us in hopes that we could refresh their look and give their image a slight facelift. 6 months later with a new album on the frontier, we built around their new sound and came up with a visual style to match.

Web Design

Along with a refreshed approach to their visual look and feel, a renewed website was in order to make sure everything matched up nicely.

Marketing Strategy

The Heathens came to us and explained they were planning on putting out a new record soon, but they wanted to recenter and get everyone in the group on the same page before touring the new sounds. We worked with them to develop a release schedule and overall plan for their new record release.