Silver American Advertising Awards, Northwest
Gold, American Advertising Awards, Northwest

Bozeman Icedogs

A Tier III Junior ice hockey team in the North American 3 Hockey League, the Bozeman Icedogs have been carving up the ice for more than 20 years. Their logo changed and evolved several times since the team’s founding in 1996. When the current owner purchased the Bozeman Icedogs a couple years ago, it had been years since its last revamp. The logo and other visual branding elements were dated.

Hardy partnered with the Bozeman Icedogs to update and modernize their logo, typography and other visual components. We created a full identity package that they could pull from as needed. The new visuals freshened the team’s image and created a cohesive brand.  It is now being used in print materials, digital advertising, on social media and across other channels. Our scope of work also included a marketing campaign to create brand awareness and community engagement through print, digital and radio.


Brand Identity
Art and Creative Direction
Social Media Strategy and Execution
Print Materials
Brand Execution


Bozeman, Montana



A fresh set of identity elements and a marketing campaign that is appealing to all ages, designed to create brand awareness and increase community engagement.

Riverhouse event photography showing a couple eating BBQ togetherRiverhouse homepage mockup on an ipadRiverhouse Montana drivers license branded artwork with logo seal
three versions of the Security Title Co logo side-by-side
An image showing several of Security Title Co's brand book pages
Security Title Co merchandise and business set design
Image with the headline "we eliminate risk" above an illustration of two people putting items into a giant safeAn image of a mother and child with the Security Title Co logo in the corner

The logo needed to be reproduced on a variety of items, so the identity set needed to be simple, yet flexible


Update the Icedogs identity to be both versatile and attractive for a growing, diverse community.


Maintaining the core fundamentals of the existing brand–the colors and the mascot–to keep brand equity, only fixing assets that were broken.

Brand Launch

Hardy facilitated a multi-phase brand launch that considered everything from employee-owner training to the ‘why pay more’ signs. The first step was to train all leadership staff on the new strategy. By providing consistent language, their leadership team has the tools to communicate the brand to all employee-owners and customers, utilize it in hiring, and lean on it for business decisions. To support the high level of service T&C is known for, we created talking points, rack cards, and tools that empower employee-owners to answer questions customers may have.


The Bridger Brewing team wanted to be prepared to can and distribute its beer after opening its second location. AMS partnered with Bridger Brewing for packaging design concepts. The first step in the packaging process involved a strategy session in which the unique identity of each beer was explored and dissected. Several concepts were then sketched out. Once a concept was selected for each beer, custom illustrations were created for cans and boxes. The result is a full lineup of beers, each with its own design that is unique while still clearly a member of the Bridger Brewing brand.

Reason no. 8

The longest line you’ll see comes from a reel.

reason no. 12

Big ideas are best discussed on the back of a pickup.

Custom icon set done for the Riverhouse brand
Riverhouse BBQ food photography showing a BBQ sandwich and fries
low-contrast Riverhouse logo on blue backgroundRiverhouse BBQ menu designslow-contrast Riverhouse logo on brown background
examples of Security Title Co's website pages
Gif of various custom illustrations done for the Security Title Co brandA grid of the Security Title Co team members at community eventsCustom icon set done for Security Title Co
Photo of riverhouse meat with tagline "It's a Smokin' Good Time" overlaid
An illustration of two people in front of a For Sale sign next to Security Title Co's tagline Grounded in Montana Rooted in Community

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