HOBO DESIGN CO LLC
Minneapolis MN Tyler Hoebelheinrich
Designer: Brand, Graphic, Experiential, 3D 
Strategist, Copywriter


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:

Routine Maintenance


Brand ID - Collab - Merch
Routine Maintenance is a midwest design studio focused on building brands and ideas that last. It is a collaboration between myself and St. Paul-based designer Calvin LaBrie. The concept is built on the idea that branding and design should not be viewed as afterthoughts, but rather as an essential and ongoing part of running an effective organization. 

Sitka Gear


Design Direction - Campaign - Brand - Retail


Sitka is the legendary company based in Bozeman MT that pioneered technical hunting gear. The first company to combine the technical qualities of mountaineering gear from brands like NorthFace with the specific features and patterns needed for Big Game hunting.  

I’ve been Design Director at Sitka since 2023, building and refining their brand standards guide, style guides for digital, print, and social media, crafting brand campaigns and product launch campaigns, and designing signage and fixtures for their growing number of brick-and-mortar retail locations.

My first expericence at a driector level, I’m also responisble for ensuring the quality of design across multiple teams on a day-to-day basis.

    Blu Dot
    In 2022 I worked with the team at Blu Dot on various projects from storefronts to set design and promotions. Here are some of the highlights.

    1. 3D modeling vignettes and set designs for catalog spreads
    2. Various storefront displays including the window display for the 58th and Lexington location in NYC
    3. Endless email and paid ad campaigns
    4. Identity for BluDot Delivery Service
    5. Social Media direction

    BFGoodrich


    Campaign - Branding
    150 years is a long time. To commemorate that milestone the team at SixSpeed and I built this campaign to emphasize the important role BFGoodrich has played in developing the motorsport category.
    1. Integer Congue
    2. Tincidunt Rhoncus
    3. Donec Sed


    Irene Fernando


    Campaign - Branding
    Irene Fernando is doing great work in Minneapolis and has made it a priority to embrace young people and people of color in local government. This campaign identity was designed to reflect the youthful excitement that she brings to the community. 

    Lake Louie Brewing


    Branding - Packaging
    I created this brand concept for Wisconsin Brewing company and Lake Louie Brewing alongside the team at SixSpeed including the talented @KelseySpecht. Ultimately this direction changed quite a bit, but I still like this early version ;)



    MTX Audio


    Branding - Campaign - Brand Strategy
    MTX is the audio company behind Pimp My Ride and some of the most impressive sound systems ever created. Their logo and brand identity had remained unchanged since the 80s and was in desperate need of an update. Along with the team at SixSpeed we not only improved their brand but gave them a voice that speaks to a new generation.



    Selected Logos


    Branding
    Like most designers, branding is the aspect of the job that I get the most joy from. I’ve been so lucky to have so any opportunities to design logos for high-profile clients. There’s nothing more rewarding than seeing these marks alive in the world. 

    Here is a selection of logos that I’ve developed over the last few years. 

      Oaken Apparel


      Branding
      Few logo challenges are as enticing as the ambigram. Local performance apparel company, Oaken, reached out looking for a unique brand that would work as well on product as it does in marketing. A performance-driven geometric ambigram paired with a abstract geometric oak tree along with a bold, versatile color pallete serves the purpose well.
      1. Integer Congue
      2. Tincidunt Rhoncus
      3. Donec Sed