In a dusty swath of far West Texas known as the Permian Basin, a historic oil boom is pushing U.S. production to record levels. As a result of the record oil traffic and numerous new hotels, Pecos needed to put ‘heads in beds’ for many of the emptying hotel rooms on the weekends.

Working with the advertising committee of Pecos CVB we reintroduced Pecos to Texas and built a brand from scratch. Defining a city’s brand means creating an identity to stretch beyond a billboard and into all kinds of future collateral. Our Pecos branding extended to a city pride tagline, Texas Monthly ads, posters, event and retail swag, outdoor banners, grand gateways, a comprehensive website and even a custom designed “8′ Cowboy Boot” public art project.

Pecos, Texas is in the valley of the west bank of the Pecos River, at the eastern edge of the Chihuahuan Desert, in the Trans-Pecos region of west Texas and just below New Mexico’s border. To showcase Pecos we explored the notion of it as the gateway to the Big Bend, and realized it was a far West Texas hub that offers new tourist amenities as well as being located conveniently to many regional destinations like Balmorhea, McKittrick Canyon, and the Davis Mountains.