During the logo design process for a Lexington-based outdoor store, J&H Outdoors (formerly J&H Lanmark), I made additional logo concepts that didn't get to see the light of day. This was a very early round of logo concepting and brand identity foundational work that pave the path for the rest of the identity. This project eventually turned into a whole campaign with digital advertising, merchandise, apparel, store signage, and an update to their eCommerce website (full case study coming soon). While I continue to work on the full case study, here is just a behind-the-scenes look into my early logo concepts for J&H Outdoors. Originally designed in July of 2022.