Harley WoodcockRecent graduate from the University of Kansas (Rock Chalk!) with a BFA in Graphic design and French minor.
05 Old Town ShagamawsDOC 234—34/2
CHALLENGE: Develop a full brand identity for a fictional Minor League Baseball team based in a U.S. town of our choosing. The branding needed to reflect a local character, the history, or culture while capturing the energy and charm of minor league baseball.
SOLUTION: Set in Old Town, Maine, this team draws inspiration from regional logger folklore—specifically the tale of the Tote-Road Shagamaw, a mythical creature with the front paws of a bear and the back legs of a moose. This half-bear, half-moose figure (named Shaggy) is known for its quirky, back-and-forth tracks and is the perfect playful mascot for the team. The visual system embraces a vintage aesthetic, using wood textures, custom typography, and a variety of supporting marks: from moose hoof and bear paw icons to versatile badges and “S” logos. Altogether, the brand celebrates Maine’s wild folklore with a fun, throwback twist fit for the spirit of the minor leagues.