Austin Wade
I’m a graphic designer, illustrator, and art dirctor speaking to the design-minded and aesthetic appreciators. My work draws influence from old world design styles and places emphasis on a refined, naturalistic feel. I believe that a focus on natural textures and handcrafted looks creates a connection and draw with the end user that is unrivaled in today’s highly digital landscape.
In 2010 I got my start designing merchandise and album covers, and worked my way through the ranks to being the art director of a multi-million dollar international corporation. I’ve worked in nearly every industry you can think of and have touched just about every type of design project there is, from designing Instagram ads to directing and treating full 1000sq/ft trade show booths.
My focus is on intentional branding, packaging, and telling compelling, thoughtful stories through advertising.
Grimwire
Grimwire, an apparel and lifestyle brand I founded in 2017, underwent a full-scale rebranding to better align with its mission of mental health advocacy and community building. The original branding, which had become outdated and overly dark, was transformed into a sophisticated and emotionally resonant identity. Drawing on historical symbols of healing and wellness, I created a new logo, illustrations, product lines, and a cohesive visual system that revitalized the brand. The relaunch was met with enthusiasm from the audience, reigniting engagement and establishing Grimwire as a beacon of empathy and growth in the mental health space. Seeing closure in 2019, the Grimwire branding was too strong to see go to waste, so I adapted it’s logo to be my own.Services:
Logo & Identity Design
Iconography
Website
Merchandise Design
Product Design
Illustration
Launched in 2017, Grimwire was dedicated to mental health advocacy, representing a community built on empathy, growth, and encouragement. Grimwire’s mission was to spark conversations around mental health while providing valuable resources that would create a supportive environment for individuals on their journeys. The audience consisted of passionate, like-minded individuals who resonated with the brand’s values of tenderness and understanding, making it a symbol of connection and support in a world often shrouded in stigma.
However, as time passed, the original branding began to feel dated and overly referential to tattoo culture, clashing with the progressive values of the modern audience we aimed to engage. The aesthetic was starting to resonate less with its demographic, and Austin’s passion for the brand was dwindling. It became clear that a refresh was necessary to align with the evolved expectations of the audience and inject new life into Grimwire’s vision.
Faced with the reality that the old branding no longer communicated effectively, Austin recognized the need to reignite the passion for Grimwire and restore the brand’s original intent. The goal was to evolve the visual identity to speak to a more mature and emotionally intelligent audience, one that could appreciate the deeper connections surrounding mental health. Austin wanted to create a brand that not only looked modern but also aligned with the values of the community built around Grimwire and aspired to attract.
The turning point for this transformation was a significant realization. Grimwire needed to step away from the adolescent and dark tones of its past branding to embrace a fresher, more sophisticated approach. With this goal in mind, Austin turned to us at Mountain Throat Studios for our expertise, eager for a comprehensive rebranding that would encapsulate his mission and connect authentically with the audience. The goal was clear: to create a brand identity that felt relevant and inviting, one that could resonate with the emotional journeys of those who wore it.
The Process
The project began with extensive research into the origins of mental health care, exploring fables, mythologies, and ancient herbal remedies. This foundational knowledge allowed us to weave a rich narrative into the branding process, ensuring that every element of the new identity was steeped in meaning. I dove deep into the historical aspects of mental health and wellness, looking at pioneers of philosophy and craft to inform my design choices.
With research in hand, I began developing a new logo and alternative marks that drew inspiration from old-world and Greco-Roman art styles. The logo ultimately featured the Rod of Asclepius, a powerful symbol of healing, intertwined with rosemary—a herb known for its association with mental well-being. This emblem encapsulated the essence of Grimwire’s mission and served as a visual anchor for the brand.
Alongside this, I crafted a series of illustrations for apparel and art prints, as well as product offerings like aromatherapy candles, journals, and sketchbooks. I ensured that the new designs maintained a cohesive aesthetic across all applications, culminating in a modernized Shopify website that provided a seamless shopping experience.
The Outcome
The result of this project was a full-scope rebranding that not only revitalized Grimwire’s visual identity but also redefined its position in the market. I created a cohesive brand identity with a comprehensive visual system that spoke directly to the intended audience. The logo, supported by alternative marks and graphics, reflected the values of empathy and growth, while the product offerings—ranging from apparel to wellness accessories—invited customers to explore their mental health journeys in a meaningful way.
Grimwire’s new aesthetic was a breath of fresh air, moving away from the previously dark and adolescent themes to a more vibrant and engaging visual language. The carefully crafted illustrations and product designs communicated a sense of purpose and passion, reigniting my love for the brand that had previously faded. This transformation was not merely a cosmetic change; it represented a deeper alignment with the values that Grimwire had always championed.
The Impact
The impact of my work on Grimwire was profound and far-reaching. Following the relaunch, the brand experienced an influx of excitement from its audience, who were eager to embrace the new direction. The revitalized identity resonated deeply with both existing fans and newcomers, sparking meaningful dialogues around mental health and well-being. Grimwire’s commitment to fostering a supportive community became even more evident, leading to exposure from over 5,000 unique eyes, increased engagement, and a cult following of individuals dedicated to personal growth.
Through my efforts, Grimwire was not only able to re-establish its presence in the market but also secure vendor opportunities at prestigious events like Vans Warped Tour, significantly amplifying its reach. The new products and visual identity allowed the brand to explore its ethos more deeply and foster a more cohesive and professional experience. Ultimately, Grimwire emerged from this collaboration not just as a brand but as a beacon of hope and understanding in the mental health advocacy space, ready to continue its mission of making a positive impact in the lives of individuals everywhere.