The Houston Texans, an American football team playing in the NFL, needed to articulate their ambition: to be a team made for the city of Houston by the city of Houston. The Houston Texans tasked us to give them a new edge that reflected the authentic culture and diverse tapestry of the city, not the cowboy-and-tumbleweed stereotypes and cliches they formerly occupied. The top-to-bottom redesign worked in tandem with in-stadium films and new player photography used across channels, offering an energized look at H-Town that the team’s new roster of young players and coaches reflected, too. We looked closely at the city itself to embrace the people and place. We captured visual elements and typographical artifacts from all around the city. Layered in this work are emblems of different languages, Houston hip-hop, ranches, car culture, street signs and NASA, all blended with Texans uniform and brand elements. And in the city we discovered a unique duality we were able to bring to the work: barbed wire protected both parking lots in the city and ranches on the outskirts; diamonds on rings and on chains; polish on cars and nails; people from all over the world united where they now call home. In the type, we used elements from Blue Tile mosaic street signs. We made a custom font inspired by Houston’s famous “Be Someone” bridge. We paid homage to the original Screwed Up Records font. We used characters from the four most predominant languages spoken in Houston. And we used a blackletter font from the storied Houston Informer, which served to support the new “H” in the Texans’ branding. Brought together, the work delivers a new identity system that the players, the fans and the entire of city of Houston can proudly call their own.