HOBO DESIGN CO LLC
Minneapolis MN Tyler Hoebelheinrich
Art Direction, Design, Brand Strategy, Experiential, Interiors, Copywriting


I design brand identities, physical experiences, interiors, printed things, and integrated campaigns. What drives me is finding creative solutions founded in strategy. I believe that, without reason and purpose, design is meaningless. My goal is to make better things for the world. Things that are more interesting, higher quality, longer-lasting and more worthwhile.
Selected Projects2025Network:

Sitka Gear

Design Direction, Campaign, Brand, Retail

Sitka is a Bozeman-based pioneer of technical hunting gear, blending the performance standards of mountaineering apparel with the specific demands of big game hunting. Since 2023, I’ve served as Design Director, leading brand and product campaigns, refining brand standards and style guides across print, digital, and social, and designing retail signage and fixtures for their expanding brick-and-mortar presence. I’m also responsible for maintaining quality and consistency across multiple teams on a day-to-day basis.

    Blu Dot


    Graphic Design - Interior Design - Art Direction


    At Blu Dot, I partnered with internal teams across marketing, merchandising, and design on a wide range of projects, from storefront displays to catalog set design and promotions. My work included 3D-modeled vignettes for catalog photography, window displays for retail locations including their NYC flagship, campaign creative for email and paid media, social direction, and identity work for Blu Dot’s delivery service.


    BFGoodrich


    Campaign

    To mark BFGoodrich’s 150th anniversary, the team at SixSpeed and I developed a campaign celebrating the brand’s deep roots in motorsport. The work focused less on nostalgia and more on legacy through innovation, highlighting the role BFGoodrich has played in shaping performance culture over generations.
    1. Integer Congue
    2. Tincidunt Rhoncus
    3. Donec Sed


    Irene Fernando

    Campaign

    This campaign identity was created for Irene Fernando, a Minneapolis-based public servant focused on engaging young people and communities of color in local government. The visual system reflects her energy, optimism, and forward momentum, designed to feel accessible, contemporary, and rooted in the community she serves.

    Schwinn

    Campaign


    Schwinn came to SixSpeed to launch the Krate EVO, a kids’ bike designed to help children learn to ride faster and with more confidence. The challenge was evolving the brand beyond nostalgia and making it relevant for modern families. We focused on joy, anticipation, and the magic of a holiday unboxing, creating a campaign that spoke directly to kids while subtly tapping into parents’ and grandparents’ memories of growing up with Schwinn.

    Lake Louie Brewing


    Branding - Packaging

    Working with the SixSpeed team, I helped develop an early brand direction for Wisconsin Brewing Company and Lake Louie Brewing as they set out to attract a younger audience. The project included rethinking brand architecture, aligning strategy across both brands, and refreshing the visual identity from the ground up. While the final direction evolved, this early concept remains a strong example of the thinking behind the work.



    MTX Audio


    Branding - Campaign - Brand Strategy

    MTX Audio came to SixSpeed looking to modernize a brand that hadn’t meaningfully changed since the 1980s. Known for its role in bass culture, Pimp My Ride, and high-performance audio systems, MTX needed a reset that honored its legacy while speaking to a new generation. We redefined their brand strategy, updated the visual identity, and launched a voice that felt bold, current, and unmistakably MTX.



    Selected Logos


    Branding

    Brand identity is the work I return to most often and enjoy the most. This is a selection of logos I’ve designed for clients ranging from global brands to local businesses. Seeing these marks take on a life of their own in the world never gets old.

      Oaken Apparel


      Branding

      Oaken is a performance apparel brand looking for a mark that worked equally well on product and in marketing. The solution was a geometric ambigram paired with an abstract oak tree, creating a flexible identity that feels technical, durable, and distinctive across applications.
      1. Integer Congue
      2. Tincidunt Rhoncus
      3. Donec Sed


      Routine Maintenance


      Branding, Interior Design

      Routine Maintenance is a Midwest-based design studio and ongoing collaboration between myself and St. Paul designer Calvin LaBrie. The brand is built around the idea that design isn’t a finishing touch, but an essential, ongoing part of running a successful organization. The identity reflects that mindset: functional, considered, and built to last.

      https://www.routine-maintenance.com/