Carbondale
Rodeo
Carbondale, CO
Rebrand // strategy // APPAREL DESIGN
Donny Pelletier is the Moxie-drinking, unapologetically Maine personality created by Olympic freestyle skier Troy Murphy. When he approached HMDC to design a Fall/Winter 2024–2025 apparel line, the goal wasn’t to manufacture a concept—it was to build something humorous that felt true to a culture we all knew firsthand.
The process was simple, if a bit unorthodox. Troy, his wife Shelby, and Hugh spent weeks on the phone trading stories, dying laughing, and circling ideas that felt unmistakably “from the county.” It wasn’t about overthinking—it was about recognizing the details, humor, and shared experiences that only make sense if you’ve lived it.
The final collection is a reflection of that perspective. Rooted in the quirks, contradictions, and character of Maine, the work translates a very specific way of life into something tangible—apparel that feels familiar, honest, and just self-aware enough to lean into the ridiculousness without losing what makes it real.
Fig. 1 Hero Logo Mark Lockup
Fig. 2 Stacked Type Lockup
Fig. 3 Stacked Rodeo Staff Type Lockup
Fig. 5 Linear Logo Mark Type Combo
Fig. 4 Stacked Outline Type Lockup
Fig. 6 Arched Stacked Type Lockup
Fig. 7 Circular Seal Lockup
Fig. 8 Staff Stack Lockup
Fig. 9 Typography Line Lockup
