Somewhere between classic and cult—identity & packaging for brands with character.

I’m David Higdon, a brand strategist and graphic designer based in Louisville, Kentucky. I specialize in brand identity and packaging design for independent publishers, boutique consumer brands, and lifestyle companies—helping them craft strategic, visually compelling identities that tell a story and leave a lasting mark.

My work is shaped by a love of grit, texture, and storytelling—inspired as much by the worn edges of an old paperback as the stark beauty of the American landscape. I pull from a mix of high and low influences, where classic print traditions meet the raw energy of underground culture. The result? Identities and packaging that feel lived-in, tactile, and timeless.

Whether I’m building a brand from scratch or refining an existing identity, my approach is always deliberate, research-driven, and a little offbeat—rooted in the belief that great design isn’t just about how something looks, but how it feels.