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The Dylusional Creative

@thedylusionalcreative

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St. Louis graphic design studio
Brand systems • event graphics • print • digital
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Here’s the caption with that Jordan Ward part adjusted: The Dylusional Creative is live. A solo graphic design studio based in St. Louis, making brand systems, presentations, print, digital, event graphics, and visual work that can actually live outside the mockup. Rooted in the city. Open to the right work from anywhere. Based in St. Louis. Collaborating anywhere. Had to keep the first pinned carousel local too. The track is “Change of Scenery” by @jordanward , a artist I’ve had in rotation lately with roots in The Lou. His sound fits the overall creative vibe of the studio: smooth, layered, stylish, and still a little off-center in the best way. The site is live now with project work and case studies, Dylusional Thoughts from the creative journal, a live shop with Dylusional apparel, the full story behind the studio, and a deeper dive into the interests that shaped how I see design. Project inquiries are open too. dylusionalcreative.com by @thedylusionalcreative
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4 months ago
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Football’s back. Hockey’s back. So naturally, I’ve been designing logos nobody asked for. A quick look at some recent sports concepts, from fantasy football identities to full hockey branding systems. More process coming soon. by @thedylusionalcreative
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9 days ago
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The Onesie Tracker might be my favorite little feature in the whole app. QB and TE are basically “onesie” positions — most teams only need one starter — so the tracker shows me who still needs one, how many of those teams pick before me, and whether I can actually afford to wait. Instead of guessing at the pressure, I can see it. And then there’s the name. My name is Dylan. People call me Dyl sometimes. Then somehow Dyl became Dyl Bill. Dyl Bill became Hill Bill. Hillbill became Hillbilly. And at this point, some people just call me Bill. My name is Dylan. But HillBillies sounded like a fun fantasy team name, and it gave me an excuse to lean into this rough, backwoods character and build a whole identity around it. That turned into the mascot, the wordmark, the HB monogram, the team colors — and eventually the entire look of the draft app. So that’s how a dumb nickname turned into a fantasy team, a logo system, and somehow an actual draft tool. HillBillies Draft App / Part 3 of 3🏈 by @thedylusionalcreative
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22 days ago
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Sometimes the best player on the board isn’t the right pick for your draft. That’s why I built this thing. Not just to show me rankings — but to understand my strategy, my targets, my fades, where I was picking, and what I kept learning through mocks. At pick 6, the board leaned WR. My plan said otherwise. So I built the app to understand the difference. Part 2 is all about the strategy behind the HillBillies Draft App and how I kept refining it before the real draft. One part left. The HillBillies name. The logo. And my favorite little feature in the whole thing — the Onesie Tracker. That’s coming in the final part of the series. 🏈 by @thedylusionalcreative
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a month ago
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Hockey is getting closer, football is almost back, and that means one of my favorite parts of the year is here — **fantasy draft season.** 🏈 You can do all the research, build the rankings, have a plan and know exactly who you want. Then draft day actually happens. The guys are over. Food. Drinks. Picks are flying off the board. The clock is counting down. Somebody grabs the player you were waiting on and suddenly that plan you spent all week building starts falling apart. A good draft can put you in a great spot before Week 1 even starts. A bad one can have you playing catch-up all season. So, being a designer, I built myself something to help keep me on track. **The HillBillies Draft App.** Realistic mock drafting. Live draft insights. Player targets and fades. Roster and positional tracking. Onesie Tracker. Draft-room pressure and timing. And a whole lot more. Of course, I also had to build the whole thing around my team’s custom logo and colors. It is my app, after all. Next episode, we’ll actually get into what I built, how it works, and some of the ridiculous amount of thought that went into trying to build a stacked team. And we might even talk about why the hell my team is called The HillBillies HillBillies / Part 01 🏈 by @thedylusionalcreative
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a month ago
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Houston Lashers — final look. This concept started with the port. From there, the goal was to build an identity that felt tough, structured, and specific to Houston — using port hooks, lashing tension, and shipping-container forms to guide the logo and color decisions. The mark went through a lot of sketching, refining, and iteration before it felt right, and from there we built the full system around it — from the home set to the away and alternate. Corrugated texture, layered striping, and shipping-container-inspired patterns helped carry the port influence through the uniforms without making them feel overdesigned. A lot of small decisions, a lot of revisions, and one full identity built from the ground up. Houston is wrapped. Atlanta is up next — before I start designing anything… We need to find a good name. Leave your suggestions down below! by @thedylusionalcreative
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a month ago
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One thing about design: It’s never really finished. It keeps growing, evolving, and getting sharper the longer you live with it. I really liked where the Houston Lashers alternate landed, but after sitting with it, there were still a few things I wanted to push. The container stripe had a little too much color competition, so I simplified the pattern, removed the Coastal Cream container, shifted the thicker secondary stripe to Coastal Cream, kept Port Blue as the thin outside accent, and brightened the remaining containers so they stood out more against the navy. Small changes, but they brought a lot more balance to the jersey. The cargo pattern breathes more, the cream frames it better, and the whole system feels cleaner and more cohesive—from the collar all the way down to the socks. That’s the fun part of self-produced concept work: there’s always another pass, another adjustment, another way to elevate the idea. And now the Lashers can celly in style. Houston may be wrapping up, but the expansion series isn’t. Atlanta’s getting called up next. by @thedylusionalcreative
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2 months ago
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For the Houston Lashers alternate, I wanted to lean even harder into the thing that inspired so much of this identity in the first place: THE PORT Instead of treating shipping containers like a literal graphic, I pulled from the color, repetition, texture and stacked geometry you see across the docks. The result is an alternating stripe pattern built from container fronts in the team palette, wrapping through the sleeves, torso, socks and collar. The deep navy base gives all of that color room to stand out without the jersey getting too loud, and maintains the darker bold style. And to give the alternate its own identity, I introduced a new “Lashed Out” secondary emblem with crossed lashing bars behind the HL, tying the name back to the actual work that inspired the team. Same Houston Lashers system. Just pushed further. by @thedylusionalcreative
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2 months ago
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Part 6 — getting into the details that make this uniform feel like the Lashers. The home set stays dark and bold with Forge Oxblood doing most of the heavy lifting. Lockdown and Port of Entry bring more of the port story into the shoulder patches, while the gloves carry the Lashers wordmark with “Lash Out” tucked onto the thumb. The Port Blue stripe gets a subtle corrugated-container texture, and the numbers and crest use layered, stitched treatments to keep everything feeling built for a real hockey sweater. Then we introduce the Away Jersey. Coastal Cream takes over as the jersey and sock base, the cream stripe bands flip to Oxblood, and we push more Oxblood into the torso, sleeves, and shoulders with Port Blue trim for added contrast. The gloves, pants, and helmet stay consistent with the home set so both uniforms still feel like one system. Home and away are locked in. Next up: the alternate. That one’s coming next week. by @thedylusionalcreative
5
2 months ago
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Part 5 — time to actually put the Houston Lashers identity on the ice. For this part of our NHL Expansion Concept… We took the color system and applied it across the full uniform, starting with a Forge Oxblood base and letting Port Blue, Coastal Cream, and Oxide Orange do the accent work. The crest gets the Port Blue treatment with a Coastal Cream backing and thin Oxide Orange stroke, then that same hierarchy carries through the stripes, numbers, pants, gloves, socks, and helmet. Full Concept Jersey Design. The goal was to keep the whole set dark, bold, and controlled, while saving the brighter colors for the details that make everything pop. Next up: a closer look at the shoulder patches and striping, the away jersey, and maybe even an alternate. See you tomorrow. 🏒 by @thedylusionalcreative
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2 months ago
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Houston Lashers Part 4 Color Palette - this time we’re actually doing it For this part of our NHL Expansion Concept… We started by pulling colors directly from a vivid photo of the Houston port, using the actual environment as the foundation instead of picking colors out of nowhere. From there, we refined those tones into a palette that still felt industrial, tough, and usable as a sports identity. That gave us Forge Oxblood as the deep foundation, Port Blue from the waterfront and port equipment, Oxide Orange as the weathered industrial accent, and Coastal Cream as the warm neutral that helps bring everything together. The goal was to keep the palette rooted in the same world as the name and logo while still giving us enough flexibility to build a full team identity around it. Next up in Part 5: logo color treatments and the first jersey design.🏒 by @thedylusionalcreative
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2 months ago
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Houston Lashers Part 3 Meaning Behind the Logo For this part of our NHL Expansion Concept… We said we were getting into the color palette today, but first we hit rewind and took a closer look at the thinking built into the logo itself. A logo doesn’t need to literally explain what a team, company, or brand does. Its job is to **capture the feeling of it** — the attitude, energy, history, and character. And a lot of the details that help create that feeling might be things you’d never consciously notice unless somebody pointed them out. For the Lashers monogram, the parallel forms pull from the rigid structure of shipping containers. The sweeping H bar takes inspiration from the heavy hooks used around the port, sharpened into something more aggressive. The forward angle references lashing hardware pulled tight under tension, while the extended L creates a strong, secure foundation. Even the sharp bottom point has a purpose, subtly acknowledging the risk involved in a job considered one of the most dangerous on the waterfront. None of those details have to scream their meaning when you see the logo. Together, they just need to make it **feel like the Houston Lashers.** And then, after all that, we finally got back to the color palette… Psych. That’s tomorrow. See you then. 🏒⚓️ by @thedylusionalcreative
0
2 months ago
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